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 ú10, will open up the premium bottled ale market to new consumers and won't cannibalise existing product formats.




Bookmark this


Site Search

COMMENT

Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter