Wells & Young’s education mission?

18 February, 2011

Wells & Young’s has embarked on a mission to educate consumers about bottle-conditioned beer.?The Bedford-based brewer is putting a neck-collar information booklet on bottles of Young’s Bitter, Special London Ale and London Gold going into the trade in March.?The booklet will explain what bottle-conditioned beers are, contains information on the beer’s ingredients and includes recipes that feature beer.?Wells & Young’s bottle-conditioned beers will also carry the Camra Says This Is Real Ale logo and the Red Tractor mark from the independently operated food quality assurance scheme, guaranteeing that the barley used in the beers is grown on approved UK farms.?“We have a saying that all beers are not created equal and we are on a mission to shout about this point of difference to all premium bottled ale drinkers,” said marketing director Chris Lewis.?“Young’s beers are literally alive with flavour as they contain yeast, which makes them the closest drink to cask-conditioned beer that can be bought in the off-trade.?“The yeast creates a natural carbonation that means a fresher-tasting beer for consumers.”

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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