Updated 1653 GMT: It’s a case of ‘new year, new brand’ for two British breweries.

Scotland-based Belhaven Breweries has launched a rebrand, whilst Wychwood Breweries’ most popular ale, Hobgoblin, has put together a Twitter/Google Maps mash up to track the beer drinkers with the most air miles.

The Scottish brewery, which has been in business since 1719, has enlisted Ziggurat Brands to transform itself for 2014 – in particular the huge drive in craft beer interest.

“The rise of craft beer is an opportunity for breweries like us to reach a new, younger drinker,” said Gordon Muir, Belhaven marketing manager. “So it was essential that this brand had a contemporary feel, and avoided the easy clichés of Scottishness.”

That means no tartan and no thistles – but there is a saltire. The brand is designed to work across all mediums, from labels (below) to beer mats, taps and point of sale materials.

Whilst Belhaven has gone completely left field, Hobgoblin – owned by Wychwood – has added to its arsenal by putting together a Google Maps/Twitter application to promote its Bringing Taste to the Nation campaign.

Using the hashtag #Goblineers, users will be invited to tag their location in order to see the most obscure place the beer has travelled.

This is part of a gamification campaign used by Hobgoblin, with five army-style initiation challenges going on throughout January. 25 fans who complete the challenges will gain entry into the Wychwood Goblineers – an exclusive club with the name being chosen from social media entries.

Hobgoblin’s social media persona – over 62,000 Facebook fans and regular engagement on posts – is something Belhaven Breweries will surely be aiming for.

Yet with the rise of craft beer, Belhaven need look no further than BrewDog. The Scottish craft beer brewer has courted controversy in the past, with the ASA’s criticism of offensive language in its advertising in July met by co-founder James Watt’s reply: “Those mother fuckers don’t have any jurisdiction over us anyway.”

But the company has suffered a recent blow, after a raid of BrewDog beers in Essex last week caused a reported £50000 loss for local business Ales by Mail.

The new Belhaven brand launched on New Years Day with plans to expand beyond its current five ales, whilst the Hobgoblin Twitter map is currently up and running.