Scottish & Newcastle UK has launched a joint venture for its heritage brands, including Newcastle Brown Ale and cider brand Scrumpy Jack, to seek and develop markets for the brands.
The new business, called Jygsaw Brands, has been set up by a team of former S&N marketers and will be responsible for the UK sales and marketing of ale brands McEwan’s, Young’s and Newcastle Exhibition, and cider brands Woodpecker and Scrumpy Jack.
A spokesman for S&N says the aim is to ensure these brands get the focus, brand management and support required to continue to offer a real choice in S&N’s portfolio. The move will also allow S&N to focus on core brands and new product development.
Jygsaw Brands will be led by managing director Simon Brown and marketing director John Edwards, both formerly of S&N.
Brown says: “We have developed a business that will help meet the trade need for choice and differentiation. There will also be opportunities for other partners to use this economic model to deliver consumer and trade needs in a mature and consolidating market. The partnership provides the flexibility for future strategic opportunities for S&N and other brand owners.”
S&N first announced a joint venture, Heritage Drinks Ltd (HDL) in November last year, and consolidated the heritage brands into HDL, in which it has a majority stake. The joint venture partner, Jygsaw Brands, was set up this year as a vehicle for the UK sales and marketing rights.
Earlier this year, S&N accepted a £7.8bn joint takeover bid by Carlsberg and Heineken. In the UK, the brands will be merged with Heineken when the deal goes through.