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.




Bookmark this


Site Search

COMMENT

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.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter