Woodforde’s new look puts Norfolk’s Admiral Lord Nelson at the helm
- Credit: Archant
He's a Norfolk hero whose legacy has recently sparked controversy.
But a brewery is showing that Admiral Lord Nelson is still dear to our hearts after it made him the face of its new image.
Nelson's instantly recognisable silhouette will adorn the bottles and pump clips of Woodforde's beers - replacing a similarly iconic Norfolk image, the Wherry boat.
The Burnham Thorpe born admiral is one of Britain's most heroic and recognisable figureheads and noted for brave and inspirational leadership, most famously at the Battle of Trafalgar.
More recently though he was branded a white supremacist leading to some calls for his Trafalgar square column to be pulled down.
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But based in a region which is sometimes named after him - Nelson's county - Woodforde's said he represented Norfolk's heritage, provenance, great character and one that delivers and expects the best.
Chief executive James Hughes said: 'We wanted to develop a strong identity for the vibrant beer market.
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'We have built a loyal following across the region and this new contemporary look which includes the Nelson silhouette has its roots in Norfolk.
'The rebrand is integral to our strategy to build an even stronger national profile and replaces the Norfolk Wherry boat.'
In the 17 months since Mr Hughes and fellow director Nick Dolan took on the business, they have set about widening the reach, distribution and profile of Woodforde's and its brands, including reviewing its corporate identity.
The Woodforde's team has increased by 15pc and the company has acquired the pub adjoining the brewery, 'The Fur and Feather'.
There has also been substantial investment in expanding Woodforde's range and beer styles including keg, can and the development of a new lager.
Mr Dolan, the chief operating officer, said: 'The beer sector is constantly innovating and the competition for space on-shelf and behind the bar is tough.
'We intend to ensure that Woodforde's is well-placed to battle for a deserved prime position by ensuring our brands stay relevant in taste, style and design.'
To mark the rebrand the brewery has sponsored the Nelson and Norfolk exhibition at Norwich Castle Museum which runs until October 1.