CLEOBURY Mortimer brewer Hobsons isn't turning its hand be to milliner, but has invested in a new range of canned craft beers branded the ‘Hat Collection'.

The new range is inspired by the symbolic coke hat that adorns the Hobsons logo with each beer named and designed around a different hats personality.

Bright designs are reflective of the beer inside the 330ml cans. The range is launching with three products: The Skimmer (Straw Boater), an easy, light and fruity pale ale; The Explorer (Pith Helmet), a bold, amber and tropical IPA and The Stove Pipe (Top Hat) a smooth, dark and malty stout.

Hobsons recruited local student Clare Kerby from Harper Adams University to champion the project.

"This has been a fantastic hands on industry placement, forming part of my Agri-food Marketing degree,” said Clare.

“I've been involved in researching the sector and providing market-based advice on branding, product development, range, target customer base and routes to market."

Ingredients selected for the brews were predominately Maris Otter malting barley grown within 30 miles of the brewery and local variety hops, balanced with some special varieties from New Zealand and America to give high flavour.

“The brewing industry is really vibrant at the moment,” said commercial director Reuben Crouch.

“Drinkers are far more interested in the ingredients and the brewer behind the beer as well as experimenting with different styles and flavours.”