Wells goes mini in ale innovation

10 April, 2009

Wells Bombardier has launched a 12 - bottle

pack of 27.5cl bottles, claiming to be the first beer brand to launch a multi-pack of smaller bottled ales.

The 12-pack also showcases the new Bombardier advertising that celebrates positive Englishness, featuring iconic English figures including Kenneth Williams dressed as Sherlock Holmes, and Winston Churchill in a Sergeant Pepper uniform.

Chris Lewis, marketing director for brewer Wells

& Young's, said: "Once again, Wells

& Young's is leading the category.

"Our extensive research shows that, at home, consumers look for smaller volume drinks which the 27.5cl bottle provides.

"The good news for retailers is that this 12-bottle Bombardier pack provides the opportunity for incremental margin as it provides extra profits in the ale category."

The Bedford brewer

says

the multi pack, priced at 10, will open up the premium bottled ale market to new consumers and won't cannibalise existing product formats.




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