John Smith’s Launches Golden Ale
24 Jul 2015 --- John Smith’s is introducing John Smith’s Golden Ale, a refreshing and lightly hopped ale with an ABV of 4%.
The brand’s first innovation since John Smith’s Extra Smooth in 1993 will be available in grocery and convenience channels from the beginning of August, in both can and bottle formats.
The new launch sees the classic ale brand enter the burgeoning Golden Ale segment which is currently the fastest growing ale style in the UK. Targeted at 25-49 year old drinkers, the brand is bringing a new, refreshing style to the classic ale category which is accessible to lager drinkers and ale drinkers alike and perfect for summer occasions.
Martin Porter, managing director – off-trade at Heineken, comments: “With over 250 years of brewing credentials, John Smith’s is an institution in the beer world and loved by millions of ale fans. We know from our research that some consumers are looking for lighter styles of ale that deliver refreshment and depth of flavour. We’re confident that the new, refreshing and premium style of John Smith’s Golden Ale will deliver this, driving excitement in the classic ale aisle and reappraisal of the John Smith’s brand.”
John Smith’s Golden Ale will be available in three SKUs, 500ml bottle, 4 x 500ml can pack and a 10 x 440ml can pack. There will also be special promotions and on shelf POS available to off-trade customers to maximise shelf stand-out and drive impulse sales.
The John Smith’s Golden Ale launch is part of wider brand marketing programme for 2015 which includes a new, dynamic packaging design on John Smith’s Extra Smooth and John Smith’s Original, and a new advertising campaign ‘Only Ordinary by Name’ which was launched in May.
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