Wells & Young Directors gets the can

17 October, 2008


& Young

is now producing Courage Directors ale in cans.

A spokes man for the brewer, which acquired the brand at the beginning of last year, said it decided to invest in the new can

thanks to the sector's steady sales figures. According to statistics from N ielsen for 2006 /07 , the premium canned ale sector (non -widget) managed to maintain value sales in the off-trade of £61 million throughout the year.

Chris Lewis, director of marketing, said: "Courage Directors is one of the UK's fastest -growing premium draft ales in the on-trade, but was one

of a

number of brands not to have a can format in the off-trade.

"This is a great step forward for a brand that is so well recognised throughout the whole country as it means on and off -trade awareness for consumers will complement each other, and help to drive sales

in both markets."

The cans feature a newly-designed Courage logo.

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