UK: 'STUBBY' MULTIPACKS FOR SPITFIRE ALE
Article Abstract:
Shepherd Neame, the Kent brewer, is targeting the growing 'stubby' ale market by offering a multipack of ten 250ml bottles of Spitfire ale in First Quench specialist off-licences. Tesco's Calais store will stock a 20-bottle pack, and a 440ml can will be available from early 2000. The 'stubby' lager market is expected to account for 20% of take-home lager sales this Christmas, but ale figures for 1999 are not expected to rise far above 300,000, with only Ruddles Best and Boddingtons currently available in this sector. The 4.5% ABV Spitfire, which has previously been overshadowed by Shepherd Neame's Bishops Finger, will be the only premium ale available in stubby bottles, and is being targeted at a new range of consumers who want to provide beer at informal social events. It is not thought that sales will detract from those of the mainstream 500ml bottle. The stubby will cost GB[pound] 5.25, and it is being promoted with a GB[pound] 250,000 poster campaign on the London Underground featuring humorous second world war straplines.
Publication Name: Super Marketing
Subject: Business
ISSN: 0261-4251
Year: 1999
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Big Bud kicks in on World Cup success
Article Abstract:
If current trials in Manchester, UK, of the 4.3% ABV Bud Light brand from Anheuser-Busch prove successful, a national launch could take place by early 1999, according to the brewer. An evaluation of trial will take place in autumn 1998. Meanwhile, the brewer is hoping to expand the Big Bud brand from its World Cup promotional status to become a long-term format. The 473ml bottle appears to have created additional sales rather than competing with the standard 330ml bottle.
Comment:
May make a national launch by early 1999 if current trials in Manchester, UK, of 4.3% ABV Bud Light brand prove successful
Publication Name: Super Marketing
Subject: Business
ISSN: 0261-4251
Year: 1998
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UK: CARLING BEER BENEFITS FROM FA SPONSORSHIP
Article Abstract:
Carling has become the first take-home beer brand to break the 1mn barrels a year mark. AC Neilsen data confirms Carling as the leading take-home brewer in volume sales although Stella Artois leads in value terms. Carling's off-trade performance has benefited from its sponsorship of the FA Carling Premiership. The brand is now 58% bigger than before football sponsorship started six years ago.
Publication Name: Super Marketing
Subject: Business
ISSN: 0261-4251
Year: 1999
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