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- Bombardier Poster Campaign Triumphs in National Ad Awards
- New Bombardier Can Completes Off-Trade Range
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- Wells and Youngs Celebrate Cask Ale Week
- Young's Launches New Beer for Cask Ale Week
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News
Wells and Youngs Celebrate Cask Ale Week
27th January 2010
The UK’s largest private brewer, Wells and Young’s, will be throwing its weight behind National Cask Ale Week, with over 2,000 pubs benefiting from bespoke campaign posters.
In the run-up to St George’s Day (23 April) Wells and Young’s will be sending out Wells Bombardier kits to over 2,000 pubs which will include Cask Ale Week Posters to encourage existing and new drinkers to sample cask beer. Wells and Young’s will also be revitalising its ‘I Love Cask Beer’ campaign which allows consumers to buy three thirds for the price of a pint.
Jonathan Kirkham, marketing manager for ales at Wells and Young’s says: “Cask Ale Week is a celebration of Britain’s national drink so we want to encourage as many people as possible to try cask beer. Independent research demonstrates that 65% of the UK drinking public have never tried cask beer but once people try it, 40% will continue to drink cask beer on a regular basis. The ‘I Love Cask Beer’ campaign gives drinkers the opportunity to sample different beers including Bombardier, Courage and Young’s.
“The pub kits are just one element of our involvement with Cask Ale Week. We will be supporting the celebrations through PR and other local initiatives. This is a great opportunity for pubs to get behind cask as we know that pubs that sell cask beer perform better than pubs that don’t.”
Cask ale is the strongest performing category in the on-trade beer market at the moment, and latest figures from the BBPA (to December 2009) show that cask is in MAT growth at +0.04% for the first time since 2004.