Thwaites launches bicentennial range

04 May, 2007

Daniel Thwaites is celebrating its bicentennial with a new range of ales in bespoke glass bottles.

A commemorative ale called Double Century is the first in the range to be released, and it will be stocked in Sainsbury's, Morrisons and Booths from the end of May.

Head brewer Steve Fielding created the beer after research showed that customers prefer beers with an established background.

"We know there is a lot of affection for Daniel Thwaites because of its heritage, and it is very important that we allow customers to quickly identify that characteristic of the company," said brands marketing manager Lee Williams.

The new packaging will feature clearer labels with tasting notes to make it easier for customers to make a choice.

Daniel Thwaites' Lancaster Bomber ale will be the next in the range to be given a packaging make-over. Off-trade sales of the ale have risen by 30 per cent during the last year.

Williams said: "T his change will allow it to draw a consumer's eye, and once that happens the taste will do the rest."

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