Bass unveils designer ‘park bench’ lager

Bass is seeking to give a designer edge to the superstrength lager sector with the launch of an ice version of Tennent’s Super.

Tennent’s Super Ice will be launched shortly in blue 275ml bottles, and will have an alcoholic strength of 8.6 per cent proof.

The extension to the Tennent’s brand comes after Whitbread’s launch of Tungsten last autumn, a superstrength lager which the brewer claims may give less of a hangover than other beers.

Bass is combining high strength with the lighter, crisper taste produced by the ice beer process. However, some observers believe the combination could be confusing for consumers.

The brand was originally tested in Scotland between November 1994 and March 1995, and is now being launched amid growing activity in the superstrength sector.

Superstrength – known in the trade as the “park bench” sector – is one of the fastest growing in the beer market, and is worth more than 200m, about a tenth of the total take-home beer market.

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 3703 or email customerservices@marketingweek.com

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