Hogs Back has launched a new design for its flagship Traditional English Ale (TEA) in a bid to pare down a cleaner and more modern look.

The new design will be advertised in a press and poster campaign over the summer as the brand aims to consolidate strong sales in its south east heartland and reach a wider audience.

Managing director Rupert Thompson said: “Making changes to TEA was something we approached with great caution. Drinkers across Surrey and beyond have huge affection for the brand and its popularity has been integral to the brewery’s success since its foundation 25 years ago.

“However, the character of Hogs Back Brewery has evolved over the last few years as we’ve launched new beers such as Hogstar English Craft Lager, London’s Outback and Montezuma’s Chocolate Lager, together with new packaging formats including keg and cans.

“Updating TEA, our most widely-distributed brand, immediately modernises the brewery’s image overall, and ensures all our beers communicate our positioning as a contemporary, innovative craft brewery with a rich brewing heritage.”

TEA was the first beer to be brewed at Hogs Back and it has remained largely unchanged, a full-bodied bitter, brewed in small batches using English malt carefully balanced with locally grown Fuggles hops.