S&N sells Courage brands to W&YBC

Scottish & Newcastle (S&N) is selling the once-famous Courage bitter brands to Bedford-based brewer Wells & Young’s Brewing Company (W&YBC).

Scottish & Newcastle (S&N) is selling the once-famous Courage bitter brands to Bedford-based brewer Wells & Young’s Brewing Company (W&YBC).

The deal will see the production, marketing and distribution of Courage Best, Courage Directors, Courage Dark Mild and Courage Light Ale transferred to a new joint-venture company. Courage Brands Ltd will be 83% owned by W&YBC and 17% owned by S&N.

W&YBC managing director Nigel McNally says: “S&N acknowledges it is not capable of developing specialist cask ales, and it recognises that we have that experience.”

McNally adds that his first priority will be to look at how the four brands are positioned, and also at their heritage. He says: “Once that review has been completed, we may look at the advertising arrangements. We will spend more on marketing them – S&N admits it has been underinvesting in favour of John Smith’s.”

It is not clear if there is an agency of record for the Courage brands, as advertising has been limited recently.

Production of the four Courage beers will be transferred from the John Smith’s Brewery at Tadcaster to the W&YBC brewery.

S&N UK managing director John Dunsmore says: “These arrangements are part of S&N’s continuing strategy to find the right organisational and ownership solutions for our brand equities.”

He points out that the transfer of the Courage brands is similar to the deal it struck when it sold the Theakston brands back to the Theakston family in 2002.

S&N will continue to sell and distribute Courage brands through its direct, regional on-trade business. W&YBC will take on existing national pub accounts, wholesalers and the take-home sector, and will be free to promote the brands within its own customer base, and to seek new stockists around the UK.

Recommended

People before profits

Marketing Week

Faced with the prospect of a substantial dent in profits following OFT investigations into the charges and penalty fees, banks and credit card providers need to rethink their approach to charging customers.

Defra picks AMV for 5m green campaign

Marketing Week

Department for the Environment, Food and Rural Affairs (Defra) has appointed Abbott Mead Vickers.BBDO to handle a campaign focusing on climate change and highlight ways consumers can reduce their carbon dioxide emissions. The agency won the account, which is thought to be worth £5m, following a competitive pitch against Vallance Carruthers Coleman Priest and DFGW. […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now