John Smith’s Extra Smooth gets packaging makeover
Dutch brewing company Heineken has created a new secondary packaging for John Smith’s Extra Smooth ale multipacks.
The new design features a photographed pint incorporating the primary colors traditionally associated with John Smith's. The new packaging also highlights the smoothness, quality and heritage of the brand.
Heineken UK said the idea was to remind shoppers and consumers that a can of John Smith's Extra Smooth delivers a great pint at home as well as the pub.
The researchers said the ale has a distinct cereal character, with malty, caramel notes being complemented by some fruitiness. Extra Smooth with 3.8% ABV is available in draught and in cans.
John Smith's senior brand manager Karen Crowley said the consumers appreciated the simplistic 'no nonsense' nature of the design that aptly communicates what is inside the pack, which is particularly helpful for 'donor shoppers' who are buying for a friend or family member.
John Smith's is a brewery founded in 1758 by Backhouse & Hartley at Tadcaster in North Yorkshire, England. The brewery is currently owned by Heineken.
John Smith's Extra Smooth was launched in the UK in 1993. It was introduced in cans in 1993 and in kegs in 1995.
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