Devon-based Powderkeg has given its session helles lager, Harmony, and a new look and promoted it into its core range of beers.
The new core range. Photograph: Guy Harrop
The crisp 4.2% ABV beer was originally brewed for a customer, then made its way into the seasonal specials, where it popped up every year due to demand. Since then, it grown in popularity, collecting significant awards along the way.
“Given that Harmony has been in production for several years, we thought it was time it was promoted to the premier league,” said Powderkeg owner John Magill.
“It really is a favourite with so many customers for its crisp, clean taste. It provides a great alternative to mass-produced lagers as it’s so accessible, but is top quality, made without cutting the corners that big brands do.
“You can really taste the difference, and it hits that local craft product that so many people are looking for at the bar.”
Joining the core range means a new look with its own full colour illustration by the brewery’s resident illustrator, Jem Panufnik.
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Jem is renowned for his work on record labels and concert posters from the late 90s through to today, featuring bold hand-drawn characters from his wild imagination. His illustrations for the brewery are much loved and commented on, and a key part of the Powderkeg world.
Producing a label for Harmony, Jem’s given theme was balance, co-operation and unity. Jem gave it a musical slant in his signature style, with a trumpet playing a harp, a singing plant, smiling congas, butterfly trumpets, flying guitars, bird saxophones, a DJing piano and violins playing each other.
Brewery co-owner Jess Magill, who works on branding, is delighted with the outcome: “I have known Jem for years, and he never fails to come up with something sensational and so original. I encourage people to get a can in their hand to appreciate this brilliantly bonkers new label.”
Powderkeg’s can labels are all made from Forest Film, a fossil-free bio-plastic, which has a lower carbon footprint than petroleum-derived plastics.
