NEWS: Brewer hunts shop to launch premium ale

Greene King, the Bury St Edmonds brewer, is searching for an advertising agency to handle the pounds 1 million launch of its new ale, Wexford Irish Cream Ale.

Greene King, the Bury St Edmonds brewer, is searching for an advertising

agency to handle the pounds 1 million launch of its new ale, Wexford

Irish Cream Ale.



Greene King, which has developed the brand in association with regional

brewers, is expected to launch Wexford later this year with a regional

print campaign.



The brewer currently places advertising for all its brands, which

include Abbot Ale and Greene King IPA, through Delaney Fletcher Bozell.

However, sources close to the business said Greene King had kicked off a

pitch after deciding it wanted fresh thinking on the launch.



Mark Lund, the managing director of Delaney Fletcher, declined to

comment, but the agency is understood to be still in the running.



The Wexford pitch is being conducted by Simon Jamieson, the marketing

director of Greene King. He was unavailable for comment as Campaign went

to press.



Wexford will be positioned directly against other hybrid beers such as

Bass’s Caffrey’s Irish Ale and the Guinness-owned Kilkenny.



The news comes in the same week that Saatchi and Saatchi landed the

pounds 4 million task to launch Carlsberg-Tetley’s new brand, Calder’s

Cream Ale, which will also compete against Caffrey’s and Kilkenny

(story, p4). Guinness predicts that the premium ales sector will grow by

20 per cent per annum.



Wexford will be brewed in East Anglia, but a spokesperson said it was

based on an authentic Irish beer.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).