A new look and marketing boost for Wadworth 6X has been unveiled, as the brewer looks to reposition the ale.
Using the slogan, Old Cool is the New Cool, Wadworth is hoping to maintain the interest of its current fans while attracting a new audience to the ale.
"Whilst drinking 6X, this cool generation were wearing Adidas and playing vinyls way before their children and grandchildren," said head of marketing and communication, Elaine Beckett.
"They'd already driven minis and worn Aviator sunglasses; all the new cool of today just like the 6X drinkers' old cool!
"This campaign aims to re-engage with the core 6X drinker whilst attracting their sons, daughters, nieces and nephews and grandkids to enjoy this iconic brew and we look forward to hearing what consumers think."
The campaign kicked off with a meeting between the brewery's three working shire horses, "old cool" and three branded Minis, "new cool," at the brewery.
The Minis will now embark on a nationwide tour and beer fans who share photos of the cars on their journey to social media using #6XMini will get the chance to win, "old cool and new cool goodies."
Ever wondered why 6X is called 6X? Find out here.