Wells goes mini in ale innovation
Wells Bombardier has launched a 12 - bottle
pack of 27.5cl bottles, claiming to be the first beer brand to launch a multi-pack of smaller bottled ales.
The 12-pack also showcases the new Bombardier advertising that celebrates positive Englishness, featuring iconic English figures including Kenneth Williams dressed as Sherlock Holmes, and Winston Churchill in a Sergeant Pepper uniform.
Chris Lewis, marketing director for brewer Wells
& Young's, said: "Once again, Wells
& Young's is leading the category.
"Our extensive research shows that, at home, consumers look for smaller volume drinks which the 27.5cl bottle provides.
"The good news for retailers is that this 12-bottle Bombardier pack provides the opportunity for incremental margin as it provides extra profits in the ale category."
The Bedford brewer
the multi pack, priced at £10, will open up the premium bottled ale market to new consumers and won't cannibalise existing product formats.