Beerenberg brings local flavour to its label

Beerenberg, the family-owned company best known for making mini jam jars, has embarked on an innovative label makeover to inject more character into its South Australian-made product.

Each of the new labels on its 65-strong condiment, sauce and jam range features a different anecdote about a family or staff member.

For instance, one of its products is called “the caramelised onion that Dean hates to share”.

On the back of the label, we find out more: in this case that Dean isn't naturally greedy, he's just found so many uses for this particular product.

Beerenberg is best known for the little jars of jam that it supplies to airlines and hotels in Australia and around the world, but the company also sells dozens of regular-sized premium sauce, condiment and jam products.

These have increasingly been competing with imported products on the retail shelves, according to the Paech family who own and run Beerenberg Farm in Hahndorf, in the Adelaide Hills.

Beerenberg managing director, Anthony Paech, said so many little stories had emerged over the past 40 years of making the range, so the company decided to publish these to help bring its products to life.

“We knew we weren't telling the story the way we should,” said Paech. He said the company hired professional designers who “gave us the confidence to be who we really are”.