Farm in line to pick up 2.5m Young’s task

Farm is tipped to pick up the £2.5m Young’s beer account, after a two-way pitch against Team Saatchi.

The business was put up for review in October after the formation of the Wells & Young’s Brewing Company, (W&YBC) the joint venture between Bedford-based brewer Charles Wells and London brewer Young’s, which has taken over production, distribution and marketing for all the two family companies’ beer brands.

Team Saatchi has worked for Charles Wells since 1995 and will continue to handle advertising for Bombardier and Red Stripe. Farm was the incumbent on the Young’s account.

The pitch, exclusively revealed in Marketing Week (October 5) was overseen by W&YBC managing director Nigel McNally. Until October, he was the marketing director of Charles Wells, a position he had held for 13 years. He was responsible for the appointment of Team Saatchi to handle Bombardier and Red Stripe.

The Bombardier account is worth about £2.5m. In addition, W&YBC spends £5m on experiential and other below-the-line work for the imported Mexican beer Corona, £2m on Red Stripe, brewed and marketed under an agreement with brand owner Diageo, and £800,000 on Japanese beer Kirin, again brewed under licence. There is also an active new product development programme.

W&YBC is positioning itself as a national brewer of cask and speciality beers. With annual sales of 480,000 barrels, it is the UK’s third-biggest regional brewer, behind Wolverhampton & Dudley, which sells 603,000 barrels, and Greene King with 540,000.