Directors Bitter, Scottish Courage’s flagship premium ale, is being launched as a bottled-conditioned beer called Directors Live Ale at the end of this month.
Because it includes extra yeast, the beer will have a sediment and will have a limited shelf life. With bottle-conditioned beer, yeast is added so that the beer undergoes a second fermentation in the bottle.
Group marketing controller John Roberts says: “We are deliberately packaging Directors Live Ale in a clear bottle so people can see what they are getting.”
He adds that Scottish Courage expects to dominate the new sector as it begins to grow.
The launch will be supported by press and poster ads through Rainey Kelly Campbell Roalfe.