InBev UK is to launch two beer variants in the New Year, continuing the market trend for “extra cold” beverages.
Chilled versions of Castlemaine XXXX and Boddingtons are to be rolled out from January 1 next year following successful trials of the new variants. The launches will be rolled out under a “big chill” initiative from the international brewer formerly known as Interbrew.
As part of the launch campaign, XXXX Xtra Cold will be supported by national television advertising, while the Extra Cold keg Boddingtons will be supported by a regional advertising strategy. Alongside above-the-line activity there will be a range of point-of-purchase initiatives, including Extra Cold-branded glassware and promotions to aid awareness of the new chilled versions.
InBev UK managing director of on-trade sales Steve Kitching says the chilled variants will boost the brands’ appeal. He says: “Chilling adds an extra dimension to the appeal of a brand. Both of these brands are established favourites with pub-goers and the Extra Cold formats will provide additional choice for consumers and generate new sales momentum for stockists.”
He adds that as some drinkers prefer their beer less chilled, standard brands will continue to be available.
Media planning and buying is by Starcom. Creative work is handled by Jones Knowles Ritchie and the Marketing Store.