Boddington’s Export to be axed after poor sales

Whitbread is preparing to ditch its Boddington’s Export brand, launched last summer, after major supermarkets delisted the product.

Boddington’s Export is a bottled version of the draught ale and uses a floating widget. It is stronger than Boddington’s, with an alcoholic strength of 4.8 per cent.

Whitbread billed it as the first launch of an ale with a widget. However, its positioning alongside premium-packaged lagers confused consumers, and it has sold poorly.

Miles Templeman, managing director of Whitbread Beer Company, says: “We are reviewing it. The particular format in the small widget bottle hasn’t been very successful. We haven’t decided whether to continue with the brand.”

Templeman says Export is likely to be replaced by another Boddington’s brand extension, the “hybrid ale” Manchester Gold. He says there are plans to put Manchester Gold into pint bottles with widgets.

At the same time, Guinness Enigma lager is selling poorly despite being the premium lager which spent most (more than 4m) on advertising last year. Supermarkets are delisting the brand’s eight pack and the price has been slashed. According to Stats MR figures, it has achieved a volume share of the premium lager market of only 1.7 per cent, which one observer de-scribes as “respectable, but way be-low Guinness’ expectations”.

See News Analysis, page 21

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