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Wells Bombardier Mini Cask Sales

In 1999 the Bedford based brewer, Charles Wells Ltd launched a new innovative category within the off trade drinks sector - that of Fresh Real Ale. This category was launched by the Personal Pub Kit which consisted of Fresh Real Ale in a PET bottle complete with tap dispenser. This product achieved national recognition, strong support from Camra and a positive ground swell of sales.

The initial success of this new category led the regional independent family brewer to research and refine the concept plus looking at ways of extending the category. After months of trial both internally and with retail partners, Charles Wells with Safeways launched a national permanent listing for the Wells Bombardier Fresh Real Ale Mini Cask.

14/02/2003 The mini cask is now available Mail Order, customers are advised to visit www.bombardier.co.uk for details.

Fresh Real Ale from the Wells Bombardier Mini Cask is a live product exactly the same as the cask Wells Bombardier served in pubs and bars. Charles Wells clearly point out on the distinctive mini cask branding that this product is completely different to other canned or bottles products because it is live and contains sediment, which is natural to cask ale.

The mini cask holds 8.8 pints / 5 litres and is extremely user friendly with clear instructions printed on the side.

To enjoy the award winning Wells Bombardier English Premium Bitter, all the consumer has to do is keep the mini cask in a cool place, a garage, fridge or pantry are ideal storage environments. Then allow the mini cask to stand undisturbed for 3 - 4 hours, this is known as stillaging, exactly the same process cask ale goes through in a pub or bar. Once stillaged simply tear off the foil on the tap off the side and pull the tap out.

Before serving the consumer must draw off a small amount and discard, to remove any sediment from inside the tap. This mirrors the processes taken by a landlord / bar staff in a pub or bar. To serve, one simply turns the tap handle. After opening consume within 4 days. Once purchased and refrigerated or stored in a cool area, the mini cask will keep for up to 10 days.

Each store ran tastings and Q and A sessions for interested drinkers and to aid the educative process for consumers. To increase awareness a national and regional PR campaign accompanied the test period, spearheaded by the ‘King of Beer Writers’ (Time Out) - Roger Protz.

Roger Protz, Editor of Good Beer Guide and chairman of the British Guild of Beer Writers is fully supporting the launch of the mini cask. Roger’s support is best illustrated by the following quote:

“Wells Bombardier mini cask is a brilliant innovation. Now you can enjoy real cask beer at home with all the aroma, flavour and character of a pint in the pub. This is a tremendous boost for British beer. If you can’t get to a pub, enjoy a pint of fresh real ale at home and support the beer style that is so much part of our islands heritage.”

Charles Wells sales & Marketing Director, Nigel McNally has overseen and directed the Fresh Real Ale project from conception through to the Personal Pub Kit and now launching with the Wells Bombardier Mini Cask. His outlook for the future of this new category is very exciting:

“By comparing the share of cask beer in the on trade we estimate that Fresh Real Ale in the Take Home sector is a £250 million market opportunity at retail value.

We are confident that this new category will continue to grow because ultimately the consumer can differentiate on taste and aroma between Fresh Real Ale and packaged long life beer. Our research confirms that over 80% of consumers who try Fresh Real Ale will repeat purchase rather than buy long life beer.”

Finally support for the success of the Wells Bombardier Mini Cask is also strong within Camra and in a move previously unheard of, Camra have sanctioned the use of their logo, pertinently the new ‘Ask If It’s Cask’ logo which promotes the choice of and preference for cask ale.

The Wells Bombardier Mini Cask is now on sale mail order and it is hoped that it will soon be available in the Charles Wells Online Shop.

Mini Cask Mail Order Retail price to be announced. The mini cask contains over 8 pints. Average price of a pint of cask Wells Bombardier, in the pub, is £2.00. The Mail order price will reduce the price per pint below this level.

FOR FURTHER INFORMATION PLEASE CALL
SARAH GARNER ON (01234) 279216 OR 07967 835294.

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