John Smith’s topples Tetley from lead spot

John Smith’s Bitter has knocked Tetley Bitter from the number-one spot for the first time to become the UK’s most popular bitter, according to bi-monthly figures from research company Stats MR.

Total sales of John Smith’s in the take-home trade and through pubs and bars overtook those of Tetley early in the summer. Added to the June and July figures for the “on-trade” and figures for the “off-trade” in July and August, John Smith’s sales led Tetley by 0.5 per cent. Previously John Smith’s had 7.4 per cent and Tetley had 6.9 per cent share by value.

Carlsberg-Tetley, which owns the Tetley brand, says the figures are only for one bi-month, and the brand is still the number one on a yearly basis. Scottish Courage says it is pleased with the bi-monthly figures but there is still a long way to go to achieve leadership on a moving annual total (MAT).

Tetley Draught Bitter in cans was also hit by a product recall in May after a drinker swallowed a piece of a widget which had become detached from the can. This is believed to have depressed take-home sales over the summer months. The brand was de-listed by southern supermarket chain Budgens.

Carlsberg-Tetley relaunched the can in August with a new advertising campaign which aimed to restore the brand’s fortunes.

Scottish Courage, which owns the John Smith’s brand, has pledged to stick with its advertising campaign using comedian Jack Dee. It moved the advertising account for the brand into GGT last week (MW October 27).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here