Beer brings out the pig in Smiles chief

Bristol-based brewery Smiles has finally cracked the elusive female drinkers market with its latest May Fly ale, which features a picture of chief executive Martin Loades as a pig.

Loades – “a Yorkshireman!” – as the press release exclaims (that explains everything, then) is a well known character in the industry.

Smiles marketing director Mark Todd says: “The pump clip is a tongue in cheek reference to the fact that “pigs might fly” is a common lament when Martin gets carried away.”

According to Todd, the gossip doing the rounds in the brewery is that the pig’s body is not a cartoon but an actual picture of Loades in his birthday suit. Oink, oink!

Latest from Marketing Week


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


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.


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.


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

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