Founded in 1994, Sharp’s Brewery initially offered a disparate mix of ales designed to appear as though they’d been around since the 1800s. Doom Bar quickly became their flagship beer, but the brand’s traditional, old-fashioned positioning was struggling to engage younger audiences. In 2011, Molson Coors recognised the untapped potential within the Sharp’s portfolio and brought in Buddy to help reposition the brewery and unlock new growth.

Our first step was to elevate Sharp’s by bringing its Cornish provenance and modern brewing credentials to the forefront. We crafted a bold new identity that celebrated the youthful, pioneering spirit of Cornwall, forging a clear visual and emotional connection across the range. Adopting a gradual evolution allowed us to retain loyal drinkers while exciting and attracting new consumers. Since then, we’ve continually refined and strengthened the brand’s signature wave – breathing new energy into every brand touchpoint, from packaging to point-of-sale.

§Fast forward to 2025, and the latest phase of our journey is landing at the bar. Sharp’s now stands confidently as a united, innovative Masterbrand. Every beer tells its own vibrant story, inspired by Cornwall’s wild and beautiful elements. A dynamic, flexible colour palette brings the energy of the brewery to life – setting Sharp’s apart in a traditional category and creating space for bold innovation. This cohesive Masterbrand approach unites the portfolio, making it easier for customers to stock and serve, and more compelling for consumers to explore and enjoy.