Thwaites to invest £2m in Wainwright beer
LANCASHIRE brewer Thwaites is investing £2m in its Wainwright beer in a bid to push it into the UK’s top 10 ales.
The Blackburn-based group has ambitious plans for the 4.1% golden ale, which is named after Alfred Wainwright, author of the famous Lake District walking guides.
It is already the fastest-growing UK top 25 cask ale and a top 20 premium bottled ale in the off trade.
The family-owned brewers’ best-selling beer brand, Wainwright, is now set to scale new heights with a new updated design, advertising campaign, consumer support and digital media initiatives.
To exploit the beer’s association with walking and the outdoors, a new strapline ‘A Breath of Fresh Ale’ has been created.
As well as a new advertising campaign, a Wainwright creative will adorn eight new dray vehicles while a new dedicated website and Facebook page will be launched.
With social media in mind, a Thwaites Wainwright Pub Walks App has been created which will help users locate a suitable pub walk, be it a Sunday stroll or a hilly hike.
Steve Magnall, managing director of Thwaites Beer Co said: “This is an exciting time for Thwaites and the Wainwright brand. We’re very proud of Wainwright and the great success it has achieved in a relatively short lifespan.
“We are investing heavily in promoting Wainwright because we firmly believe it can establish itself as a Top 10 cask ale within the next three to four years. We’re keen to encourage drinkers who want something new and refreshing to give it a try.
“Through our targeted investment in the brand and with innovations such as the Wainwright Pub Walking App, we believe that we’re on the right path offering consumers a modern beer and brand they are telling us they are looking for.”
Wainwright was launched in 2007 but has already won numerous prestigious awards including a Gold at the Brewing Industry International Awards 2011 and most recently the best pale golden beer at the prestigious World Beer Awards 2012.
It will be available for the first time in the premium canned category, beginning with a national listing in selected Tesco stores.
