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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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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