Wells & Young’s Revives Younger’s Tartan Special In Can Format

01 Mar 2013 --- Wells & Young’s has re-launched the much loved Scottish beer Younger’s Tartan Special in a can format. Last available in the off-trade in the late 1990s it has clearly been missed by consumers as the first batch of the new 500ml can four-packs went on sale through selected wholesalers and in Morrison’s stores throughout Scotland just a few weeks ago and are already flying off supermarket shelves, selling at the same rate as Scottish favourite McEwan’s Export.

The company took on the Younger’s and McEwan’s brands in 2011 from Heineken UK. Since then Younger’s Tartan Special has continued to be popular in the on-trade where it is sold in Keg format.

The beer has a real heritage in Scotland and benefits from a sense of nostalgia amongst consumers as well as its great taste, remembered by many as the beer of Scotland’s Tartan Army in the 1978 World Cup.

Commercial director at Wells & Young’s, David Revell said: “When we took on the Younger’s brands in 2011 we knew that there was something missing from Tartan Special.  It still had a high level of brand awareness and continued to be popular with drinkers, but was only available in pubs.  We wanted to give consumers the opportunity to enjoy their favourite brew wherever they are which is why we have bought back the iconic can.

“We are really pleased with the initial reaction from both retailers and customers who have been extremely enthusiastic and love the look of the new can. Sales figures from the first few weeks of sale are a clear demonstration of customer demand for Younger’s Tartan Special and we are looking forward to rolling the product out across Scotland in the coming months.”