Carlsberg-Tetley creates npd team to launch ‘new age’ alcoholic drinks

BYLN:

Carlsberg-Tetley has set up a new product development (npd) department to launch a range of alcoholic soft drinks, with the first launch planned for the new year.

The company has dubbed it the “new age drinks department” and it will be headed by Clive Briscoe, marketing controller for lagers. He will work with marketing manager Jonathan Kirkley and brand manager Richard Orr.

The first product from the new npd department is understood to be an alcoholic lemonade similar to Bass’s Hooper’s Hooch brand, called Lemonheads, which will be marketed with the end line, “Gives good head” (MW 29 September). It has been suggested that the company may also introduce a flavoured beer.

A company spokesman says: “Development director Tom Wright has been developing new products in the new age drinks category, which is a growing market.”

The move comes as Carlsberg-Tetley restructures its brand marketing department with three job losses. The company is thought to be speeding up its npd programme – an area where it is considered to be weak. One supermarket buyer points out: “Carlsberg-Tetley has long been the fuddy-duddy of the beer industry. It needs to recognise that the pub age is dying, and it needs to do it with some speed.”

In a further move, it has been suggested that acting marketing director Doug Scott will not take up the permanent post of marketing director at Carlsberg-Tetley, and an appointment will be announced shortly before Christmas.

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