CLOSE-UP: CLIENT OF THE WEEK; New view at Carlsberg-Tetley

Tom Wright has launched three drinks and is thirsty for more, Karen Yates says

Tom Wright has launched three drinks and is thirsty for more, Karen

Yates says



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

belt.



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.



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