Timothy Taylor's Landlord rebrand draws criticism over new hipster logo

Timothy Taylor's, the Yorkshire brewery, has redesigned the labels on its cask ales, most notably its flagship Landlord brand. The old design, a balding, smiling patriot with a glint in his eye, has been replaced with a bearded, younger-looking figure, drawn in a more modern, circular format. The change has prompted a swift backlash from drinkers and commentators, who have called the move a needless attempt to chase a hipster market.

The new logo also changes the typeface and the shape of the label, which was previously oval and is now a larger circle. Critics say the rebrand mirrors the recent controversial makeover of Jaguar, which abandoned its traditional image for a more abstract, modern aesthetic. One pub in central London has reportedly not yet replaced its old labels, and some customers have joked about trying to keep hold of them.

The brewery has not yet explained the reasoning behind the change, but the discussion on GB News framed it as a Generation Z strategy. Panellists argued that the new branding would not attract younger drinkers, and could put off existing loyalists. One panellist said he trusted the old character but not the new one, describing the newcomer as 'someone who looks like he's going to sell me a pulled pork burger with Halloumi'.

The story also sparked a side note: Madonna was said to have once named Landlord as her favourite pint, during a 2001 interview with Jonathan Ross. That detail was used to underline the ale's appeal beyond its traditional base.

As of the latest coverage, the brewery has not responded publicly, and the backlash shows no sign of fading. The question now is whether Timothy Taylor's will stick with the new look or bow to pressure from its core customers.