Bombardier updates canned offering

19 March, 2010

Wells Bombardier has relaunched its can to bring it into line with the rest of the range.

Bedford brewer Wells and Young’s is hoping the ale’s “high-impact can” will give superior shelf stand-out and premium positioning in the run-up to St George’s Day on April 23.

In a new move, the word “bitter” has been changed to “beer” to help with consumer understanding of the category.

Chris Lewis, marketing director, said: “We have conducted research which shows drinkers get confused by the different terminology for beer and we want to make it easier for existing and new drinkers.

“The striking new can stands proud on the shelf because of the Bombardier shield and a much more prominent Drink of England logo.”?




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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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