Beer in brief

07 March, 2008

Beverage Brands is piloting a

premium bottled cider. Cracked is a 4.5 per cent abv brand in pear and apple flavours, and it is being trialled in Northern Ireland and the on-trade. Marketing director Karen Salters said the initial consumer response had been "very encouraging".

InterContinental Brands' St Helier has signed a 20-episode sponsorship deal with comedy drama Entourage, which airs on Thursday nights on ITV2. The deal will see the pear cider advertised on break bumpers before, during and after the show.

A Sussex-brewed organic lager that dubs itself "the Dom Pérignon of beers" has won a listing in Waitrose and is in talks with Whole Foods. Hakhamanesh calls itself "a boutique beer" and has already been taken up by a number of style bars thanks to its eye-catching black and gold, paper-wrapped packaging.

Swedish cider Kopparberg is planning a £3 million advertising and marketing campaign in the UK this year. The brand, which is distributed by Cider of Sweden, has appointed new advertising and media planning and buying agencies ahead of the push.

OLN correspondent Ben McFarland and Class editor Tom Sandham have published the Good Beer Guide to West Coast USA, a full-colour, illustrated guide to several hundred breweries in the region. It costs £14.99 or £12.99 for Camra members - to buy your copy visit camra.org.uk/shop or call 01727 867201.

Cains' fruit beer Raisin has won a national listing in Morrisons.

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