New expression built upon heritage

St Austell Brewery’s refreshed identity reflects its rich history as well as looking confidently to the horizon.

St Austell Brewery, one of the South West’s most prominent independent brewers, has unveiled a new brand identity that reflects both its proud history and its ambitions for the future. The redesign, the first in over seventy years, signals a clear direction as the company approaches its 175th anniversary in 2026.

Founded in 1851 by Walter Hicks, the brewery has grown from malting barley in a Cornish farm shed to becoming a leading force in brewing, hospitality and drinks wholesale, with more than 160 pubs across the region and a thriving wholesale business that stretches from Cornwall to Dorset. At the heart of the rebrand lies its reimagined castle emblem, which was founder Walter Hicks’ family coat of arms and a key feature of the brewery’s branding since the 1950s.

The colour palette has shifted from the classic black and gold to a more modern combination of deep navy and copper, drawing inspiration from the sea and coastline that have long defined St Austell Brewery’s roots. The copper is also a nod to the brewing process and the Cornish landscape.

 But this change represents far more than a visual update. Chief Executive Kevin Georgel describes the rebrand as an opportunity to refine the brewery’s purpose, align its values and launch a comprehensive sustainability plan – Crafting a Brighter Future. This strategy sets out measurable goals on reducing carbon emissions, conserving water and driving resource efficiency across all operations, as the business works towards net zero ahead of the government’s 2050 target.

Investment in people has also been central to the brewery’s vision, with more than 260 apprenticeships delivered since 2017 and continued collaboration with local education providers to build careers in hospitality. Recognition has followed, with the company named Best Brewing Pub Company at the 2025 Publican Awards, while its Brewing Director, Georgina Young, has received multiple national accolades for her leadership.

St Austell Brewery’s beer portfolio continues to thrive, with Proper Job IPA rebranded last year and its new low-alcohol variant Proper Job IPA 0.5%, already an award-winner. Tribute and korev remain household names, with Proper Job crowned Champion Bottled Beer of Britain in 2025.

As it approaches its 175th year, this independent, family-owned company remains firmly committed to its communities, its pubs and its beers. Brewing great experiences for the generations to come.

ST AUSTELL BREWERY
St Austell PL25 4BY
www.staustellbrewery.co.uk