NI to launch Sun and Page 3-branded beers
The Sun is plotting a foray into the alcoholic drinks business with the launch of two branded beers. It is understood that the newspaper is in discussions with a brewer whose identity is unknown.
It is thought that The Sun will launch a real ale under The Sun brand name, with a lager expected to follow using the Page 3 franchise. It is not clear when the products will launch or how News International, which owns The Sun, will market the beers.
It is understood there are ongoing talks with retailers about gaining listings for the products.
The plan comes just months after Marketing Week revealed that actor Neil Morrissey is planning to launch a branded beer (MW March 6). Morrissey is creating the beer brand as part of a television programme that explores how he sets up a microbrewery with friend Richard Fox and brand agency Antidote.
The Sun is enjoying steady circulation growth in the face of a general downturn in the tabloid market. In the six months to March sales increased 0.31% year on year to 3.09 million, while the daily tabloid industry experienced a 1.74% dip, according to Audit Bureau of Circulations figures (MW.co.uk April 11).
Its website also recorded a 10% month-on-month rise between February and March, to 13.79 million.
The newspaper has been actively looking to increase its younger audience by developing its offering for mobile. It has been using quick response codes in newspaper advertising as part of a strategy to drive users to its mobile internet site (MW March 13).
The Sun did not return calls as Marketing Week went to press.
