Tom Wright has launched three drinks and is thirsty for more, Karen
Tom Wright laughingly tells you he’s worked at both ends of the human
anatomy. Luckily, right now the 33-year-old toilet paper-to-snacks
marketing professional is firmly at the top end. Carlsberg-Tetley, in
fact, where in the nine short months since he joined as development
director, he has launched two alcoholic drinks.
This week, Wright brings that number to three with an off-beat poster
campaign, through Saatchi and Saatchi, promoting Carlsberg’s repackaged
premium ale, Arrol’s 80.
Speed was the drawcard that first pulled Wright into the booze world.
‘The beer market is changing so rapidly,’ he enthuses. ‘It’s a great
challenge to bring grocery marketing techniques into it.’
These ‘techniques’ have been fermenting inside Wright for a long time.
At college he was sponsored by United Biscuits and by the time he
graduated, he already had two years’ industrial experience under his
Wright stayed at UB for five and a half years, rising to assistant
product manager of crisps and snacks before joining the British Tissues
Group. Here he spent two years honing his marketing skills on Dixel
before switching to Anchor Foods. And during his six-year stint at
Anchor, Wright was bitten by the ‘new product’ bug.
It’s an enthusiasm that he’s brought with him to Carlsberg-Tetley. A
month ago, Wright was given control of research, adding to his original
role of development, and he’s shelling new products like peas. This
winter has brought Lemonhead, a mass-market alcoholic lemonade, and a
unique alcoholic soda aimed at ‘sophisticated female drinkers’ dubbed
Vault, as well as Arrol’s 80.
A keen hill walker, Wright divides his spare time between his summer
home in Cornwall and rushing down on the train from his converted
stables in Stratford-upon-Avon to watch Arsenal.
Like all dedicated professionals, he sets time aside to familiarise
himself with Carlsberg-Tetley’s range of products. But he vehemently
denies ever hankering after other breweries’ ales.