Wells & Young’s reviews 2.5m Bombardier brief

Wells & Young’s Brewing Company (W&Y), maker of specialty beers, is reviewing its £2.5m Bombardier advertising account.

The Bedford-based company is talking to four agencies about the business after it parted company with incumbent agency Team Saatchi earlier this year. The pitches are due to take place in the last week of August.

W&Y director of marketing Chris Lewis says he is looking for a new campaign to “inject further life into this growing premium beer brand”.

The brewer launched two new beers under the Bombardier brand earlier this year (MW March 8). The brewer added a dark beer, Satanic Mills, and a light ale, Burning Gold to the portfolio. The names were inspired by William Blake’s Jerusalem to appeal to the core real-ale drinking market.

W&Y is a joint venture between brewers Charles Wells and London-based Young’s. Nigel McNally, managing director of W&Y and former marketing director of Charles Wells, appointed Team Saatchi to handle the account in October last year. Farm was appointed to handle the Courage and Young’s brands last month.

Since the merger W&Y has positioned itself as a national brewer of cask and specialty beers. It has annual sales of about 48,000 barrels and is the UK’s third biggest regional brewer.