S&N delivers smoother pint with new lager widget

14 March, 2008

Scottish & Newcastle has introduced a lager widget for cans of Fosters and Kronenbourg 1664 in a bid to deliver a “smoother serve from a chilled can”.

The special cans labelled Fosters with In-can Scuba and Kronenbourg 1664 with Dynamo Système will be on shelves from April 14 in four and chiller-ready ten packs. Price marked four packs will also be available, with Fosters selling for £3.99 and Kronenbourg for £4.49.

The recyclable widgets, which have been patented by S&N, have been developed to provide a smoother-tasting, less gassy lager.

Mark Gerken, sales managing director for S&N UK, said: “At a time when the retail industry is being closely scrutinised for its approach to discount prices on alcohol we have delivered a product that gives retailers the chance to offer consumers a genuine point of difference at a price point which delivers a superb profit opportunity and drives value back into the category."

Fosters with In-can Scuba and Kronenbourg 1664 with Dynamo Systéme will initially be sold alongside original cans. "In the long term this might become the ordinary product," Gerken added.

S&N are investing £12 million in the launch which will be backed by two bursts of TV ads in June and October, an outdoor poster campaign, online and print ads.

A sampling campaign will run in the multiples and customers will be given the change to get their money back if they are unhappy with the taste. In-store POS will run with the strapline "the ultimate lager experience at home".




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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