German brewer Warsteiner has unveiled a new look for its brand to appeal to new generation of American consumers with new logo and packaging.

Warsteiner USA brand manager Laura Sprengard said: "Millennials are embracing WARSTEINER as their own.

"Our new, more modern look better reflects our customer base – now and into the future – without departing from the history that makes us so special."

The new branding strategy of Warsteiner involves new logos, new bottle labels and caps, new name for its flagship products, new 12-pack and 6-pack design and new can and package design.

The new round Warsteiner logo features a larger, simpler font in metallic gold, with the German typeface for "s" substituted by a new anchor in the form of the stretched "t".

To offer improved legibility experience, the wording "A Queen among Beers" has been removed.

Warsteiner’s flagship pilsener – WARSTEINER Premium Verum has been renamed to WARSTEINER Premium German Pilsener, while WARSTEINER Premium Dunkel is now WARSTEINER Dunkel.

Warsteiner has also redesigned its Premium German Pilsener label in metallic gold and black while the WARSTEINER Dunkel label has been redesigned in amber. The caps have also been changed with the former switched to black and latter to amber.

Warsteiner Premium German Pilsener 12- and 6-packs have also been rechristened in gold and black, respectively while Warsteiner Dunkel is now amber.

All the packs emphasis the brand’s key differentiator of the German Purity Law of 1516 brewing tradition.

Image: Warsteiner’s new look. Photo courtsey of PRNewswire.