Marston's reviews range

28 August, 2008

Marston's is carrying out a full-scale range review after its merger with Refresh, to streamline its portfolio from five breweries around the country.

The changes will see some brands and a number of SKUs cut from the range in a bid to avoid duplication, a s well as new product launches

including Jennings Bitter and Long Hop in bottle for the first time, a mixed pack of Lake District beers and Pedigree and Hobgoblin in 33cl bottles. The new smaller bottles are to hit shelves next month.

A Taste of England pack, featuring beers from Marston's five breweries around the country - Marston's, Banks's, Ringwood, Refresh and Jennings - is also in the pipeline for next summer.

Sales director James Coyle said: "The review is very much driven by duplication of pack sizes and beer styles

- products that probably don't have the differentiation for longevity. I think it is really important because there are hundreds of different bottled ales out there, but typically a supermarket might only have 40 or 50 in its range. We want to make sure that the core brands we are putting forward are strongly differentiated."

Marston's has also seen a number of staff changes. Marston's Pub Company managing director Stephen Oliver has swapped jobs with Alistair Darby to become managing director of Marston's Beer Company, off-trade sales director James Coyle has an enhanced role to include off-trade, on-trade and export, and former off-trade sales director Steve Benton has moved from on-trade sales director to a newly created role, head of category development for pubs and free trade.

Coyle said the changes would mean

job losses, but could not give a figure as the review is still being carried out.




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