Scottish Courage in first chilled ale launch

Scottish Courage is aiming to breathe much-needed life into the cask ale market with the launch of Theakston Cool Cask, the first chilled real ale from a major brewer.

The company wants to shake off ale’s “beard and sandals” image and capitalise on the growing trend towards cooled beer, reflected in such drinks as Guinness Extra Cold.

The new product, which has 4.2 per cent alcohol by volume, is the result of two years’ research and more than 50 test brews.

It is being launched in 400 selected outlets in the North of England, including JD Wetherspoon and Tom Cobbleigh, prior to a national roll-out in September. Keg and canned versions are also planned.

It will initially be supported by a regional TV and cinema campaign, through CDP, with an estimated spend of more than £2m. It is being launched with the line “real beer just got a little bit cooler”.

It will not be marketed as an “ale” in line with current Scottish Courage policy, which has seen it drop the word from Newcastle Brown packaging and remove “bitter” from John Smith’s.

It will be served at 10ºC – warmer than lager but two degrees cooler than standard cask ale.

Chris Sladen, marketing controller at Theakston Ales, says: “In recent years, there has been an overwhelming consumer shift towards cooler drinks and yet three out of every four pints of cask ale sold in the UK are still served out of specification – which usually means too warm.

“Theakston Cool Cask has been developed to specifically remove this barrier to trial and repeat sale by offering a classic, fruity English ale that combines the taste and quality of authentic cask beer with the image, consistency and refreshment traditionally associated with premium draught lagers.”

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