Meantime Brewing unveils striking new branding inspired by Greenwich, The Home of Time
Author: Communications Team
Date: 21 09 2022 09:00
Meantime has unveiled a new visual brand identity inspired by Greenwich – the home of time - and where this pioneer of craft beer was born and continues to be brewed. Meantime was started by founder Alistair Hook in a Greenwich flat in 1999 and has been credited with kickstarting the craft beer movement in London. It was set up in the belief that time should be spent doing what you love, and that great beer is brewed with time, passion, and dedication.
The new visual brand identity taps into its heritage in Greenwich, with a refreshed range of roundels for all Meantime assets including bar founts, cans, bottles, glasses, and coasters - reflecting the industrial craft, dynamic energy, and creative community the area is famous for, now and throughout history.
The new design captures the vibrant spirit of modern Greenwich, taking inspiration from the iconic shapes and architecture of real locations – including the Greenwich Observatory, the Greenwich Peninsula and Design District.
Meantime’s core range being unveiled includes Prime Pale, Greenwich Lager, and Anytime IPA, with design inspirations coming from iconic local landmarks including the Greenwich Time Ball, the Prime Meridian Line and The Royal Observatory – which Meantime is a community partner of.
Meantime Prime Pale (previously Meantime Pale Ale)
Like the Prime Meridian that runs through Greenwich, our flagship Pale – which we have brewed since 1999 – cuts straight to the point. Crafted with a blend of British and America hops, Goldings, Cascade and Centennial hops come together to create uniquely modern take on a classic pale ale that’s citrussy, hoppy and packs a punch.
Meantime Greenwich Lager (previously Meantime London Lager)
Our Greenwich Lager is a true celebration of British ingredients. Crafted with East Anglian malt & Goldings hops for a crisp, flavourful, and refreshing lager, there’s always time for this home grown classic.
Meantime Anytime IPA
Stop time and transport yourself to sunnier shores, with our refreshing Anytime IPA. Mosaic and Ekuanot hops make this a tropical, hoppy and sessionable beer, perfect for enjoying anytime, anyplace, with anybody.
Sam Rhodes, Marketing Director at Asahi UK says: “Meantime’s new brand identity captures the heritage of our roots in Greenwich whilst creating a visual that reflects the vibrancy of the craft beer movement today. Meantime played a central role in pioneering this and we want to keep delighting consumers with our exceptional beers – all inspired by the spirit of Greenwich, the home of time.”
Later this month, Meantime Brewing Company and The Craft Beer Channel will premiere a joint feature length film showcasing the amazing variety and potential of locally sourced ingredients for a fully British IPA. In the documentary, The Time Is Now, Craft Beer Channel founders Jonny Garrett and Brad Evans research IPA’s history, original recipes, and authentic ingredients, using what they learn as inspiration for a new style of British IPA.
The result is a beer that combines the citrus and pine aromas that have made modern IPAs the flagship style of the craft revolution with the turbo bready character of Chevallier malt and stone fruit of a classic British real ale yeast. Every can of Meantime Now IPA will carry a QR code linking to the documentary, sold via the Meantime Brewery shop and online store.
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Notes to Editors:
For further information, photography and samples please contact The Academy:
E: meantime@theacademypr.com
For further information on Meantime Brewing Company please contact Shoma Amin:
E: Shoma.Amin@asahibeer.co.uk
About Meantime:
Pioneered in Greenwich, Meantime Brewing Company was founded in 1999 by Alastair Hook, originally the brewery began on a small industrial estate in Southeast London before moving to its current home in Greenwich, 0° 2' 12" east of the Greenwich Meridian. The brewery was setup to change the way that people thought about beer in the UK, to move away from the boring and bland and embrace variety and flavour. Meantime was one of the forefathers of the craft beer movement and the Pioneer mindset is still what drives the brewery forward to this day. The breweries flagship beer is the award-winning London Pale Ale (Changing its Name to Prime Pale in 2022) which combines the best of British ingredients with American hop varieties that add, grapefruit and pine into the mix. London Lager (Changing to Greenwich Lager) is also unique in that it combines German brewing techniques with 100% British ingredients making a truly local lager.