Scottish Courage is challenging its premium lager rivals, Stella Artois and Grolsch, with the launch of extra cold variants on the draught versions of Kronenbourg 1664 and San Miguel.
The launches, which take place later this month, will also include the introduction of extra cold Strongbow cider. The move will complete Scottish Courage’s extra cold line-up, which includes Foster’s Super Chilled and John Smith’s Extra Cold.
The new range – Kronenbourg 1664 Cold Premiere, San Miguel and Strongbow Extra Cold – will be sold in UK pubs and bars. To attract drinkers, specially designed beer pumps will dispense the liquid at three degrees Celsius.
Scottish Courage customer marketing director David Goadby says/ “Cold is the number one factor in determining drinker satisfaction and taste preference among beer and cider drinkers. Scottish Courage can now offer a complete portfolio of long alcoholic drinks (LADs) that are consistently dispensed at three degrees Celsius, and we are the only supplier that can do this.
“Cold variants are sold in 37,000 UK bars, creating a sub-sector that has added a significant category value. They have performed impressively in the standard lager sector, where they have driven a 2.5 per cent increase in sales over the past year,” he says.
– Scottish Courage is launching its biggest on-trade consumer brand experience programme to date with a campaign designed to encourage pub goers to add Foster’s, John Smith’s, Kronenbourg, Kronenbourg Blanc and Strongbow to their drinking repertoires.