Marston’s puts ale into fours

04 March, 2011

Marstons is to launch its Hobgoblin ale brand in a four-pack of 33cl bottles aimed at hitting a sub-£5 price point.?National sales and marketing director James Coyle told OLN the move had come as response to regular out-of-stocks on single bottles.? “The 33cl four-pack gives retailers the option to deliver more availability. We’re hopeful that we will get a good take-up,” Coyle said.

The brewer is also venturing into flavoured beers on the back of the success of alcoholic ginger beer brands such as Crabbie’s and Frank’s.?“A lot of retailers are ranging these products in the premium bottled ale fixture and they have the benefit of dragging more customers to the fixture – they are very valuable as recruiters.”?The brewer will be launching Ginger Beard, a 4% abv “fiery ginger beer” to the market shortly, followed by Elder Witch in the summer. Other flavours under consideration are chilli chocolate and cherry.?Marston’s has predicted that the landmark of more beer being drunk at home than in pubs would be reached within the next year.?Coyle said there were five opportunities for the off-trade to build on the at-home drinking trends.?“These are smaller, 33cl multipacks, cask ale at home innovation, flavoured beers, higher abv crafted brands and selective regional ranging,” he said.




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