In brief

07 January, 2011

l Swedish cider brand Rekorderlig will be launching a “significant” marketing campaign this year. The news follows an exclusive eight-pack listing for the wholesale sector with Booker for its Strawberry/Lime, Wild Berries and Pear varieties in 50cl bottles.

Freedom Brewery hopes the profile for its craft lagers will be raised after securing listings with Jamie Oliver and Gordon Ramsay restaurants. Oliver and Adam Perry Lang have chosen Pilsner and Organic Dark lagers as the exclusive draught beer offering at their new restaurant, Barbecoa, which opened near St Paul’s Cathedral in London in November. It is also now available in two of Gordon Ramsay’s London venues, with Freedom Organic served in the Maze restaurant and its Pilsner on draught in the Warrington, both in London.

Asda has reported sales increases for local beers with Cornish Knocker from Skinners up by 346% year on year while Sheffield ale Easy Rider has seen sales increase by 115%. Terri Saunders, from Asda’s local sourcing team, said: “People seem to be reminded of the?joys of their home towns and this is reflected in the surge in local beers being bought. The trend really kicked off this year with patriotic football supporters snapping up British brands during the World Cup and it seems even the recent cold snap hasn’t dented our passion for regional favourites.”

Liverpool brewer Cains has linked up with Win-It-Too in Boston to send shipments of Cains Export Lager, Cains Bitter and Cains Mild to US shores for the first time. Cains joint managing director Sudarghara Dusanj said: “Craft beers are becoming increasingly popular in the American market, and we hope our award-winning beers and lagers will be a hit with US customers.”

AB Inbev UK has renewed its exclusive beer partnership at London’s O2 arena for the next six years. It has been the exclusive beer partner of the venue since 2008. The company said its portfolio of brands, which includes Budweiser, Beck’s and Stella Artois, will reach more than 7.5 million customers who visit the O2 annually.

Brian Duffy, chairman of Diageo Ireland and global brand director for Guinness, has been appointed to the newly created role of global category direct for beer. Chief marketing officer Andy Fennell said: “I am delighted to appoint Brian to this new role. We believe viewing our business through a category lens is the right way to source growth for Diageo and Brian brings to this new role a wealth of beer, marketing and commercial knowledge and know-how.”?




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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