Timothy Taylor's Brewery has introduced new logos for its cask ales, including Landlord, Boltmaker, and Golden Best, in an effort to attract Gen Z drinkers. The updated logos feature smiling men in bright colors, which has drawn comparisons to the Madrí Man character from a Spanish-style beer brand. The brewery, located in Keighley, West Yorkshire, is known for producing Britain's popular cask ale, Landlord.
John Rooth, secretary of the Society for the Preservation of Beers from the Wood, criticized the rebranding, stating it disregards the brewery's 168-year history and brand loyalty. He expressed skepticism about the effectiveness of the changes, suggesting they may lead to further loss of brand identity.
The brewery's chief executive, Andrew Carter, defended the rebrand, emphasizing that it does not alter the brewing process or recipes, which have remained consistent for generations. He stated that the refresh aims to ensure the brewery remains relevant to modern consumers while maintaining the quality of its products.
Fred de Fossard, a supporter of the brewery, also voiced concerns, suggesting that the new branding does not align with the expectations of traditional cask ale drinkers. Despite the controversy, Timothy Taylor's reported a 2.1 percent increase in revenue, reaching £35.7 million for the year ending September 30, 2025. The rollout of the new branding is expected to take several months.