C-T to launch Castlemaine premium beer

Carlsberg-Tetley is cutting its agency roster by half and is poised to throw the bulk of its ad support for Castlemaine behind a new premium draught product.

The brand, which will launch in the new year, will have an alcoholic strength of five per cent or over. The core brand, Castlemaine XXXX, is four per cent proof.

A campaign is being developed by Saatchi & Saatchi.

At the same time, it is understood that ad support for Oranjeboom, Skol and smaller C-T brands, such as Burton Ale, is being dropped.

As a consequence, C-T’s agency roster will be cut. Griffin Bacal, Leagas Shaffron Davis and Little Leighton Sobczyk will be axed. This will leave Saatchi & Saatchi with Tetley Bitter and Castlemaine, KHBB with Carlsberg, and St Luke’s with Tuborg Gold.

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