Scottish Courage tests wheat beer rival to Whitbread’s Hoegaarden

Scottish Courage aims to rejuvenate the wheat beer sector with tests of its own draught version, Razorback.

The brand will take on Whitbread’s wheat beer Hoegaarden White Beer, launched earlier this year.

But Scottish Courage believes Razorback can out sell other draught wheat beers as it is clear, rather than cloudy.

The brewer believes that the cloudiness of wheat beers puts off consumers.

Whitbread is developing an ad campaign for Hoegaarden through its roster agency Lowe Howard-Spink.

Razorback is the first brand to be tested by Scottish & Newcastle’s new product development (npd) division, which was created last month (MW November 3).

The division is headed by John Roberts, previously Courage marketing controller for ales.

Roberts was handed control of npd by Scottish Courage marketing director John Nicolson when he integrated marketing at the two companies following Scottish & Newcastle’s takeover of Courage.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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