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Banana Bread Beer

Charles Wells brewery are launching a new bottled ale BANANA BREAD BEER 5.5% ABV nationally into Tesco and Safeways during March and then rolling out nationally to the Co-op, Morrisons and ASDA over the next few months.

BANANA BREAD BEER is an uniquely flavour some drink that retains the qualities and style of a traditional bitter but compliments this wonderful taste with the subtle flavour of Britain's best loved and top selling fruit - bananas.

Charles Wells Brewery created BANANA BREAD BEER to attract new consumers into a declining market. A typical drinker for these categories is ABC1 Male aged from 40 to 55 years. The new product development team at Charles Wells recognised an opportunity to attract more drinkers beyond this band, drinkers which are both younger men and also women.

Buying patterns for supermarkets and off licenses were a consideration when looking at brewing a new beer aimed at attracting a new market of drinkers. Historically, purchases in these areas are predominantly made by women but the beer is often consumed by men. Thus the packaging and concept of the beer had to aesthetically appeal to a woman in order for it to be bought in the first place.

BANANA BREAD BEER is presented in an imperial pint bottle, but with a very modern stylistic approach to the labelling. The main bottle label is minimalist in size and rests towards the base of the bottle. The neck label is beautifully illustrated and very dominant at the top of the neck.

In addition to this, single purchases in supermarkets have an additional neck label attached which conveys the story and taste profile of Banana Bread Beer as well as an age old family recipe for baking banana bread. The story being that BANANA BREAD BEER partly takes its name from the Saxon phrase for beer - “Liquid Bread”.


BANANA BREAD BEER has highlighted a new trend. Women are buying for men as predicted, but they are also trialing the product themselves. The natural fair trade banana ingredients are currently showing to have a strong appeal to a female palette. Research prior to launching the product demonstrated a willingness to repeat buy and consume by women both from supermarkets and also through drinking the cask beer in pubs.

In conclusion, although the beer was not created specifically to target women, Charles Wells Brewery are pleased to see that in research and during this initial launch period for both bottle and cask, women are enjoying the beer and buying an ale whereas by their own anecdotal admission, ale is not a drink that the would normally consider.

Banana Bread Beer will be available in cask format (4.5% ABV) throughout the Camra London Drinker Beer Festival at the Camden Centre opposite Kings Cross station, rear of Camden town hall from 20th March to 22nd March. Then again at the Camra Great British Beer Festival in Olympia from 6th - 10th August.

Currently cask Banana Bread Beer 4.5% ABV is available as a seasonal ale across the Charles wells brewery estate and with through key wholesalers such as Beer Seller.

FOR FURTHER INFORMATION PLEASE CALL
SARAH McGHIE PR MANAGER ON 01234 279216

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