CWF hopes to cash in on World Cup fever with Italian lager

11 June, 2010

Huddersfield-based CWF is hoping a lager addition to its portfolio will benefit from the popularity of world beers.

Italian lager Birra Castello is brewed in northern Italy, in a former Heineken brewery. CWF said it is “deep in colour with a rich, nutty and barley aroma” with an abv of 4.8%. It is available in both 33cl (rrp £1.09) and 66cl (rrp £1.99).

Marketing manager Vicky Lee said: “The generic lager market is fiercely competitive, however we know consumers want to purchase premium Italian lagers – we can see that from the success of brands such as Peroni and Birra Moretti.

“Excitement surrounding the World Cup, and opportunities for the off-trade to increase sales with themed promotions and keen prices, means there’s a strong market opportunity for Castello during the summer and for the longer term.”




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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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