Dorset-based brewer Badger is aiming to seize a larger share of the convenience market by revamping its range and taking advantage of the rise of craft beer.

The brewer will reduce its range from 12 lines to six and focus on driving distribution of its Tangle Foot and Fursty Ferret beers within convenience stores.

The revamp includes a new logo and packaging, new website, social media and digital advertising and new PoS for retailers. The new look has been designed to appeal more to older customers, which tend to buy more ale than younger shoppers.

Gwen Ridsdale, Badger Beer head of marketing and sales, said craft is now worth 20% of the total off-trade ale market, with consumers increasingly seeking quality, authentic products.

“Tangle Foot is the main product we will focus on, then we have our Fursty Ferret, Golden Champion and Hopping Hare, which have a lower ABV, then we have The Blandford Fly and The Cranbourne Poacher, which have a higher ABV and are more of a treat,” she said.

Convenience retailers will be able to stock the range from wholesalers such as Booker, Bestway and Costco.