Beer in brief

16 November, 2007

Tuborg has signed a deal to be the official beer of the From the Jam tour. Original Jam band members Bruce Foxton and Rick Buckler will embark on a 24-date nationwide tour on Nov 21.

Innis & Gunn has created its first 12-bottle gift pack made up of four bottles of Original Oak Aged Beer, four of Cask Strength and four of Blonde. The pack is being listed in Majestic for £15. The retailer has also started selling 12-bottle mixed packs of Brakspear bitters and ales.

Bottles of Hobsons Mild, voted Champion Beer at this year's Great British Beer Festival, will go on sale at branches of Asda in the West Midlands. The listing was initiated by food consultant Rob Ward, who made it his mission to make the beer available in local stores.

New branding has been created on eight, 12 and 18-packs of John Smith's Extra Smooth to promote the John Smith's People's Race at next year's Grand National. Ten people are being given the chance to take part in a charity horse race by entering the competition via the website, johnsmiths.co.uk.

White Shield has added new content to its website to help visitors "connect" with the brand. A 20-minute film of the White Shield brewing process and a blog written by head brewer Steve Wellington are now live on the site, worthingtons-whiteshield.com.

Greene King has created a beer thatcan be served with or without a head. St Edmund's is a golden beer with a fresh, crisp finish, which is served through a new beer engine allowing two different styles to be created for on-trade customers. A bottled version is also being made available to the off-trade and is currently sold in Tesco.

New packaging for Guinness Original, Guinness Draught and Guinness Foreign Extra, including price-marked packs for convenience stores and independents, is on shelves now. The new design aims to give the three brands a more unified look.




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