Timothy Taylor’s has sparked backlash after unveiling new logos with what appear to be bearded hipsters on its cask ales in a bid to entice Gen Z drinkers.
The brewery has replaced the image on its historic Landlord, Boltmaker and Golden Best ales as it attempts to be ‘relevant to the next generation of drinkers’.
The Landlord and Boltmaker ales now feature logos with smiling men dressed in bright colours, drawing comparisons with Madrí Man – the iconic 19th-century character featured on every bottle, pint, and can of the Spanish-style beer brand.
Timothy Taylor’s is a family-owned brewery which produces Britain’s most popular cask ale, Landlord, in Keighley, West Yorkshire.
John Rooth, secretary of the Society for the Preservation of Beers from the Wood, has described the rebrand as ‘jettisoning 168 years of history, brand awareness, affection and loyalty’.
He told The Telegraph: ‘Why do they think this is necessary? Probably because real ale is seen as not appealing to the “yoof” of today.
‘However, I doubt whether a superficial tarting up at the expense of a firmly established brand reputation will make much difference and is only likely to lead to more superficial tinkering and a further loss of brand awareness and identity built up over many years.’
The brewery’s branding was last updated in 2017 when community-inspired prints of workers were added to pump clips and bottle beers.
The brewery has replaced the image on its historic Landlord, Boltmaker and Golden Best ales as it attempts to be ‘relevant to the next generation of drinkers’. A before and after of the logo can be seen here
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Its chief executive, Andrew Carter, said the latest rebrand has been launched to ensure the beers are still ‘relevant’.
He said: ‘For 168 years, we’ve believed that if you brew great beer properly, people will keep coming back to it.
‘That’s why this refresh isn’t about changing what we brew. The recipes, ingredients and brewing philosophy that have served us for generations remain exactly the same.
‘It’s about making sure the quality and care that go into every pint are reflected in how Timothy Taylor’s is presented today, so we’re just as relevant to the next generation of drinkers as we’ve been to the last.’
Fred de Fossard, a fan of the brewery, said the new branding ‘misunderstands’ the cask ale’s customer base.
He said: ‘Rather like the artless rebrand by Jaguar a few years ago, this misunderstands what Landlord’s own drinkers are looking for and why they are drinking it. Often, a brand’s longevity is the point.’
Timothy Taylor’s beat a broader decline in the cask ale market with figures showing it increased its revenue and profit last year.
Turnover increased by 2.1 per cent to £35.7million in the year ending September 30 2025.
The latest rebrand will take months to roll out, according to a source.
Timothy Taylor’s has been contacted for further comment.
