Wells & Young’s is seeking a marketer to help relaunch its iconic ale brand Courage. The move comes almost a year after the brewer bought it from Scottish & Newcastle.
The appointee will also be responsible for the brand marketing of the two ales brands, Wells Bombardier and Young’s Bitter. The marketing manager will report to director of marketing Chris Lewis.
The Bedford-based Wells & Young’s bought the Courage portfolio in January this year and has committed £2m of investment into the relaunch of the brand. Its priority has been developing sales in the off-trade market, where it has been underperforming.
The company has also been updating the brand identity and packaging of the Courage portfolio, which includes Courage Best, Courage Directors, Courage Light and Courage Dark Mild.
Lewis says: “The right person will have the chance to rejuvenate life back into the Courage range of beers.”
He adds that there will be a brand new advertising campaign later this year, and a further burst of the Urban retreat campaign for Young’s Bitter.
Wells & Young’s portfolio also includes Jamaican lager, Red Stripe, Japanese “super-premium” lager Kirin Ichiban and Corona Extra. It also imports and distributes Corona Extra from the Modelo Brewing Group in Mexico.