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

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
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter