Jygsaw Brands, the new Scottish & Newcastle joint venture for its heritage brands, is launching a £2m campaign to support the portfolio, including Newcastle Brown Ale and Scrumpy Jack.
The activity, which launches later this month, will include point-of-sale campaigns followed by a series of promotions next month. It aims to reward loyal drinkers and encourage consumers to trial the brands.
Jygsaw Brands trading director Michael Hardy says the programme represents a “step change” in the investment behind the brands.
Newcastle Brown Ale, which is the number one packaged ale in the UK, will have an on-pack promotion that gives consumers the opportunity to win a weekend in Newcastle-Upon-Tyne. Meanwhile, Scrumpy Jack will offer drinkers the chance to win exclusive Scrumpy Jack cricket merchandise.
Jygsaw and S&N formed the joint venture to support the brands earlier this year. It is responsible for the UK sales and marketing of ales McEwan’s, Young’s and Newcastle Exhibition, and ciders Woodpecker and Scrumpy Jack.