WELLS AND YOUNG’S REVEAL BIGGEST INNOVATION IN CASK BEER…EVER
Leading cask beer brewer, Wells and Young’s, has unveiled a revolutionary new Bombardier font that is set to change the face of cask beer.
The Wells Bombardier font is being hailed by many industry leaders as the greatest innovation ever in the category, and is set to entice thousands of new consumers to the cask beer category.
Chris Lewis, marketing director at Wells and Young’s says: “The Bombardier font is truly groundbreaking. There is a huge untapped market for cask beer, the challenge being to get people to try the beer, and this new font will do just that.”
Industry research shows that only one in ten pints of beer drunk in the on-trade is cask beer, and 65% of the UK drinking public have never tried cask beer, but 40% will convert to it once they have tried it.
Lewis adds: “We know that part of the success of some of the lager brands are the incredibly eye-catching fonts they use.”
The Wells Bombardier font stands at just over a foot high on the bar and rivals the high-impact lager fonts which have long been a barrier to enticing new consumers to cask beer.
“Other types of beer have had it too easy for too long. Innovation in cask beer has not been extensive. At Wells and Young’s we are passionate about growing the category and therefore invest significant sums into the category every year. The Bombardier font will now open up the market. This font would not look out of place in bars that typically do not sell cask beer. The traditional hand pump has been a barrier to entry for cask beer in many outlets such as style bars but the bold, chrome, back lit Bombardier font, will fit in perfectly within these venues,” continues Lewis.
“Plus, consumers are now changing,” says Lewis. “There has been a shift away from mainstream lagers with consumers actively looking for locally sourced, British products. And we know that cask beer is the only category of the beer market to be in positive growth.
“So the new font is being launched at exactly the right moment to capitalise on this consumer shift, and Wells and Young’s is, of course, leading the field.
“We want to see cask beer on every bar in every pub. Our new font will drive cask distribution and increase rate of sale in existing pubs. This is a landmark in the history of beer and we want pubs to join us in our cask beer revolution.”
The Bombardier font has been in research and development for the past year, and during that time consumers were asked for their opinion on cask beer. The importance of maintaining the hand-pump was overwhelming but the research also demonstrated that consumers think cask beer should be more eye-catching, more up to date and prominent. There have been no changes to the Bombardier beer.
The font makes a feature of the hand pump by framing it. The chrome surround clearly states the beer is cask beer and at over a foot high, the back-lit Bombardier logo draws consumers to the beer. The font also has a smaller footprint than the traditional hand-pump, and most other fonts, which means that vital space on the bar is utilised fully.
Lewis says: “This takes cask beer prominence on the bar into the same league as many lager brands. When consumers walk into a bar, we want the Bombardier font to shout ‘Try me!’ at consumers. Prior to this, traditional cask beer hand pumps had the potential of being dwarfed by lager rivals.”
The Bombardier font is being rolled out from mid-May.
Wells Bombardier is currently outperforming the premium cask beer market, with latest figures showing it growing at +9%.
If you want to join Wells and Young’s in their cask beer revolution and stock Bombardier with the brand new font, then phone 01234 272625.
