Fuller's beers get marketing boost

20 November, 2009

Fuller’s is to increase its marketing spend in 2010 after its beer company turned in 15% increase in operating profits in the six months to September 26.

Revenue increased from £45.4 million to £49.4 million, with profits of £3.9 million. Beer volumes were 3% ahead of the same period in 2008.

London Pride was the main driver of growth and the company said it had managed to increase its advertising presence for the brand despite spending less in 2009, because of depressed advertising rates.

The brand has been on TV during high profile football matches, a level it has not been at previously.

“During the 26-week period we spent £200,000 less than the corresponding period last year,” said chairman Michael Turner.

“We have continued our TV campaign into the second half of the year, will continue to step up our marketing activity generally and overall expect to spend more on marketing this year than we did last year.”

Fuller’s reported an overall increase in pre-tax profits of 26% to £15.1 million, boosted by good weather in the early summer, low interest rates and a pay freeze.

Turner said the company was “cautious about the economy and expected the second half of the year to be tougher.




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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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