Allied Domecq to axe C-T beer

Lager brands Carlsberg and Castlemaine XXXX face the axe from thousands of pubs owned by Allied Domecq Retailing after the pub owner negotiated a new beer supply deal.

The two brands, owned by Danish controlled brewer Carlsberg-Tetley, will be replaced by Whitbread’s Stella Artois and Scottish Courage’s Foster’s lager in many Midlands pubs.

The move will deal a potentially fatal body blow to Carlsberg-Tetley, which earlier this year was the target of a takeover by Bass that was blocked by President of the Board of Trade Margaret Beckett.

Allied Domecq Retailing, which runs 3,700 pubs around the UK, announced its enlarged lager portfolio yesterday. It has added Stella and Foster’s to a range of lagers including Carlsberg Pilsner, Carlsberg Export and Castlemaine. But the retailer will not offer all the brands in all pubs. Instead, each pub will be able to select brands favoured by its customers.

City analysts believe that up to half of Allied Domecq’s pubs will opt to ditch Carlsberg and Castlemaine in favour of Stella and Foster’s, which spend four times as much on advertising as the C-T brands.

Allied Domecq Retailing says it has not yet decided which pubs will take on the new lagers and ditch the old ones, and that it is impossible to say how many will. C-T was unavailable for comment.

Bass has sold 1,190 leased pubs and 238 managed pubs to a venture capital company for 563.7m.

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