St Peter’s rolls out ale through Tesco stores

St Peter’s beer, the brainchild of former Interbrand chairman John Murphy, is to be stocked in 300 Tesco stores.

The national launch of the beer will concentrate on its distinctive bottle shape and “Englishness”.

The bottled beer will go on sale in Tesco within the next two weeks, positioned alongside other real ales.

Murphy, who was previously spokesman for the British Brand Owners Group, has trademarked its name and logo and the bottle shape, which dates from a 1770 beer bottle design.

“There have been two distinct approaches to marketing this type of beer,” says Murphy. “The first is the vulgar shock tactic of calling it Dog’s Bollock or something similar, and the second is to advertise heavily.

“The first is a short-term tactic and the second is rich man marketing, which does not necessarily build the brand.

“St Peter’s should be able to generate consumer interest through PR and its distinctive look on the shelf,” he adds.

St Peter’s Brewery, which is a regional operation, will also begin exporting to markets ranging from Hong Kong to Italy and the US.

Feature, page 43

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