Beer brand extensions take ‘Jerusalem’ theme

Wells & Young’s Brewing Company, the Bedford-based speciality beer
company, is launching two new beers under the Bombardier brand as part
of a major category management initiative. The two new products include
a light ale, Burning Gold, and a dark beer…

Wells & Young’s Brewing Company, the Bedford-based speciality beer company, is launching two new beers under the Bombardier brand as part of a major category management initiative. The two new products include a light ale, Burning Gold, and a dark beer, Satanic Mills.

W&YBC managing director Nigel McNally says the two beers have been developed as part of a research programme into the premium bottled beers, ales and stouts market. He says: “We found that consumers divide up the market into light, flavoured, traditional and dark. We came up with a new category management system based on those divisions and presented it to the major multiple retailers – and they were in support of it.”

W&YBC also realised it did not have brands in either the light or the dark category – hence the decision to extend the Bombardier brand with the two new products, explains McNally.

The new beers’ names were inspired by William Blake’s Jerusalem, which McNally says has strong appeal with the core real ale drinking market.

Marketing for the two beers will be included in the £2.5m spend planned for the Bombardier brand this year, which includes a major sponsorship deal with comedian Al Murray.

W&YBC is a joint venture between London brewer Young’s and Bedford-based brewer Charles Wells.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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