Brennan’s Irish Stout gets a makeover

Independent Yorkshire brewery T&R Theakston has worked with Brennan’s Brewery in Ireland to refresh the branding of its Brennan’s Irish stout. The new look will launch from next month. db finds out more.

The new look for Brennan’s, which will become available from October, is set to boost the 4.2% ABV stout brand’s bar stand out with a design which the breweries hope “reflects the quality of the beer and its heritage”.

The beer, which originated from County Wexford, comes from the Brennan family which has a history in brewing and the pub industry that can be traced back four generations both in Ireland and Britain. The partnership with Theakston’s was established two years ago as consumers began to rediscover stout and dark beers.

Discussing the redesign and why it is getting behind stout as a beer style, Theakston’s Brewery chairman Simon Theakston told the drinks business: “The fantastic reception Brennan’s has received since its launch, matched with outstanding sales this year, prove that the stout and dark beers market is going from strength to strength. Brennan’s deserves a design which reflects the quality of the product inside and we felt now was the perfect time to implement that and help build on the success already established.”

The move, which followed Brewdog pitting its Black Heart stout brand head-to-head against Diageo’s popular Guinness brand in taste tests, aimed to provide consumers with “a distinctive and delicious alternative” to other “well known” stouts.

Speaking to db Theakston, had already noted how he “saw synergies between our two brands” which had led directly to the brewery being so “keen to add a traditional Irish stout to the range”.

Since then, the brewery has noted how the demand for Brennan’s has increased and so the timely rebrand “seeks to support this growth by ensuring the pump clips gain attention and reflect the quality of the beer”.

Speaking about the rebrand, Richard Bradbury, managing director at T&R Theakston, said: “It’s been a fantastic year for Brennan’s in terms of demand, with a near 200% uplift in sales. We’re really proud of the new design and with interest in darker beers and stouts showing no signs of slowing as we enter the colder months, we look forward to continuing to share our expertise with Peter and the Brennan family as together we look to further grow this special Irish stout.”

Additionally, Peter Brennan, founder of Brennan’s Irish Stout, explained: “Like Theakston’s, we are a family business with generations of involvement in brewing and pubs. It has been a privilege to work alongside such an esteemed brewery and see our brand grow here in the UK. Long may it continue as we look to an exciting future for Brennan’s with this revamped look.”

Theakston has marked its third consecutive year of growth, with the brewery recently telling db how cask ale has played its part as well as the opportunity the no and low category has presented.

The beer producer has had a busy year so far. In February, it introduced its Yorkshire ‘AKA beer in celebration of the 2025 Six Nations rugby tournament. Plus, in 2023, it also restarted US exports of its Old Peculier ale after an absence of 10 years showing how it was paying attention to what the sector wants and delivering brands that answer those needs.

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