Bass to launch Draught ale brand in pint bottles

Bass Brewers is seeking to rejuvenate its Draught Bass brand with the launch of a bottled version of the drink.

The surprise move follows Whitbread’s recent decision to axe its bottled version of Boddington’s, called Boddington’s Export, because of poor sales (MW May 24).

Bass refuses to comment on the launch, but sources say it will be a pint bottle and will feature a widget.

One reason Boddington’s Export failed, observers say, was because it came in small bottles which caused confusion among consumers. They say a pint bottle will be more popular.

Bottled ales with widgets are part of a growing sector, with brewers trying to stimulate take-home sales and compete with bottled lagers in pubs and bars.

Whitbread is launching a bottled version of its Fuggles Imperial brand, backed by an advertising campaign through Lowe Howard-Spink. The company is also considering launching a bottled version of its Manchester Gold hybrid version of Boddington’s.