The two companies have together set up Heritage Drinks, which will focus on increasing investment and marketing support for McEwan’s, Youngers and Newcastle Exhibition as well as cider brands Woodpecker and Scrumpy Jack.
Jygsaw has assumed the UK sales and marketing rights for the brands, allowing S&N to “focus on core brands and NPD”. The company, which is made up of former senior S&N managers, will also be responsible for marketing Newcastle Brown Ale in the UK.
Jygsaw’s managing director Simon Brown said the company was currently “reviewing marketing plans for the brands”. If Carlsberg and Heineken’s proposed purchase of S&N goes through, the Danish and Dutch brewers will become majority stakeholders in Heritage Drinks. Brown said he hoped Heritage would continue to operate as planned despite the proposed sale. Industry commentators have speculated that the Carlsberg/Heineken consortium may offload some of S&N’s ale brands if the deal goes through.