Bombardier begins early, by George

05 March, 2010

Wells & Young’s Bombardier ale will be starting its St George’s Day ad campaign earlier this year.

More than 5,000 poster sites across the UK from now until April 23 will be highlighting Bombardier “as the heart of everything positive about Englishness”.

The ads put Bombardier at the centre of a coat of arms comprising numerous English icons including Queen Victoria, pork pies and Les Dawson.

The posters also highlight Bombardier’s sponsorship of English Heritage as its official beer.

Marketing director Chris Lewis said: “Bombardier has ‘owned’ St George’s Day for the past 15 years.

“We have the great problem every year making St George’s Day bigger than the previous year and generating more sales for our stockists.

“Beginning our advertising campaign much earlier this year means Bombardier will be at the front of consumers’ minds.”




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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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