Fuller's is about to change its well-known bottle design on its premium ales and it's quite a difference. In a nutshell, it's going from the design on the left, to the design on the right. NB - I probably haven't got those two images exactly to scale with each other, although the new design is supposed to look taller.
Ian Bray, managing director of the Fuller's Beer Company said: "The first thing you will notice is the shape. We have changed to a sleeker, taller-looking design, although it is actually only 1mm taller than the old bottle. The label has been placed higher up to ensure that the brand stands head and shoulders above our competitors. The bottle also includes an embossed outline of the River Thames, the majestic heartbeat of London, on the banks of which our beers are crafted. We took some of our cues from the world of wine, so we think the new bottle is equally at home on the dining table as it is on the bar.
"The decision to change the existing bottle was not taken lightly, as it had done a fantastic job for us in its current guise for around 20 years. However, with single bottle purchases the largest sales format in the off-trade, stand-out on shelf has become critically important."
The new bottles are already beginning to make their way into the on-trade and will appear in shops and supermarkets from May.
I haven't seen the new bottle in real life yet - will be interesting to get hold of one.