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
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
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.