In brief

16 April, 2010

l Worthington’s Red Shield will be launched into the off-trade by Molson Coors next summer in a 50cl bottle format. Dan Gough, marketing?manager of ales, said: “Like White Shield, we intend Red Shield??to be bottle conditioned. We are in the process of moving White Shield into a case of eight from 12.

Red Shield will be launched in the same configuration.”

Marston’s Pedigree is to permanently adopt the red and white colours of the St George’s flag it used on a temporary basis for last summer’s Ashes cricket series. The brewer said it had decided to make the move after record sales of the brand during the summer. The new colouring will feature on cans, bottles, merchandise and on-trade POS.

Beverage Brands is hoping to build on the success of its cider brand WKD Core with a nation?al outdoor campaign over the Christmas period. To support the push, a range of POS

is also available including wobblers, shelf strips and poster.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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