ESB, which stands for Extra Special Beer, has been repackaged and will be positioned as the 'Champion Ale'. The on-pack slogan will be supported by a national press campaign from next month.
The slogan highlights the fact that ESB has won many awards, including Champion Beer of Britain three times and World Champion Bitter twice.
The bottle, developed by branding agency Parker Williams, marks the brand's first redesign in six years.
The label's black background has been replaced with a brighter blue, which Fuller's hopes will make the brand more accessible to younger drinkers.
Gold-coloured medals have been added to reinforce the beer's premium nature.
The move comes as alcohol companies are under growing pressure to avoid targeting young people.
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