Announcing the awards, Timothy Taylor's CEO Tim Dewey said “Having successfully launched Hopical Storm to pubs and restaurants in kegs, we realised cans were a logical extension to our range.
"Not only would they provide an option for venues without cellar space or rate of sale required for serving draught beers, but would also enable customers to enjoy this refreshing triple-hopped pale ale away from bars, wherever they are and whatever the occasion.”
The Hopical Storm 440ml aluminium cans feature distinctive orange branding, characterising the burst of fruit aroma and flavours of the beer, with a cut-out silver lightning flash symbolising Hopical Storm's ability to strike thirst.
The multi award-winning design was developed by Springetts Brand Design in conjunction with the Timothy Taylor's in-house marketing team of Jane Jenkins and Scott Cameron and the can labels printed by Reflex Label Plus, who used their expertise to include tactile varnishing, lending to an enhanced ergonomic feel, too.
“Timothy Taylor's is an independent business fully committed to brewing quality beers” added Dewey.
“And the mandarin, mango, and passion fruit of Hopical Storm unleashes a tropical cyclone of refreshment that strikes your thirst. It's a characterful twist on the tradition associated with Timothy Taylor's and the can design needed to reflect this new approach for a brewery that was established back in 1858, 165 years ago.
"The attention to detail combines the vibrant, tropical colour and the lightning strike, with the depiction of the famous Timothy Taylor's barley sheaf also updated to show it being buffeted by a strong wind to create the perfect Hopical Storm.
“At 4% ABV Hopical Storm is more accessible than some higher ABV beers in the IPA category and has gained widespread distribution and positive tasting reviews.
"For the can to now be recognised by the International Beer Challenge and receiving the accolade of World's Best Can Design at the World Beer Awards is the crowning glory and ultimate accolade for everybody who has worked so hard on development of the beer and how it is presented.”
Hopical Storm is brewed using five UK-grown hops in three stages of hopping, Cascade and Whitbread Goldings in the copper, Cascade and Chinook at the hop back stage, then dry-hopped with Jester and Ernest.
Combined with Timothy Taylor's natural Knowle Spring water, fine barley malts and the unique Taylor's Taste yeast to create the tropical storm of flavour and aroma. Hopical Storm is notable for its pale golden appearance and clarity and is vegan-friendly, wearing the distinctive Vegan Trademark and certified by The Vegan Society.
Timothy Taylor's Hopical Storm was also recognised with a silver medal in the taste category at the International Beer Challenge.
The can has secured listings in selected Morrisons, Sainsbury's, Booths, and Waitrose stores and has had a full calendar of marketing activity over the summer including print and digital advertising. It also had presence at events including BrewLDN, the Yorkshire Dales Food & Drink Festival, Bloodstock Open Air, and as one of the brands poured by Timothy Taylor's as the official beer partner of CarFest, where the award-winning cans were also enjoyed across all the festival's bars.
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