Camelot to make Lottery branded beer

Camelot is considering launching a range of alcoholic drinks using National Lottery branding as part of its push into licensed products.

The operator is looking at launching a beer, and also wine and champagne products. But it has ruled out developing hard liquors such as spirits and liqueurs.

Camelot will use its National Lottery Enterprises division for the launches. This was set up two years ago to develop National Lottery licensed products and last Christmas it introduced a range of merchandise, such as key rings, jewellery and gifts (MW November 17 1995).

National Lottery Enterprises marketing manager Robin Bowler says: “We are looking at options in the area of food and drinks as part of our licensing programme. There is potential in that area and we have had a number of proposals.”

He says a beer would be appropriate because it is a “mainstream product, enjoyed socially”, and it has synergies with the National Lottery brand. With wine there is less synergy, and lower volumes make it less viable. But there would be strong synergies with champagne, given its association with celebration.

National Lottery Enterprises is also looking at launching confectionery and other “impulse” products, although it would have to avoid products that were likely to appeal to children under 16. Bowler says this makes the launch of a soft drink unlikely.

He says Camelot is still pressing ahead with plans to sign up brand companies for its Marketing Partnerships scheme, which was put on hold because of problems finding brands that did not appeal to under-16s. He expects partnerships to be forged, although because of brand owners’ demands for confidentiality, there will be no pre-launch publicity.

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