Tennents owner C&C have just introduced American based Pabst Blue Ribbon beer to the UK and Ireland. The beer, which was founded in Milwaukee in 1844, has an ABV of 4.6% and markets itself in a low-key style. It is now available in 30-litre draught kegs and 355ml format cans and 355ml glass bottles. It is owned and produced by America’s largest independent brewery and is multi-award winning for its taste.
Paul Condron, Tennent Caledonian Breweries Ltd said,“PBR is an American classic – but it’s never felt more current than now. Bringing a taste of the States to the UK and Ireland is exciting, particularly when it’s a brand that’s so iconic and individualistic.” He continued, “From a business perspective, there’s a choice of formats for customers, and the benefit of some very different and engaging marketing that’s yielded such great results in Pabst’s home country.”
There are also plans to re-introduce Schlitz, a Pabst-owned brand that enjoyed great success during the 1980s.
Monster Energy has launched a new drink and can size exclusively for the on-trade called Monster Ultra, a lighter tasting zero calorie and zero sugar product. It is available in a new 355ml embossed can. Alan Clark, Monster Energy Vice President EMEA On Premise, said, “We are delighted to bring a new 355ml Monster Energy drink exclusively to the on-trade. “Historically both operators and customers have been told that energy drinks are only available in one size (250ml) and taste a certain way. Monster Ultra is suited to consumption at all times during the day, either as a soft drink or as a mixer.”
He continued, “We believe that it will appeal to a wide range of customer, well beyond the core energy drinker. The energy drinks category has been lacking in innovation and it is important that we develop new drinks for operators and customers alike.”
The “beer of Barcelona”, which is currently available in a 330ml bottle and on draught in the on-trade will also now be available to the trade in cans. Genna Burchell, Brand Manager for Estrella Damm said, “Canned beers have officially shaken off their tired image and are back in favour. The smaller 330ml formats particularly have gained a trendy, stylish reputation amongst younger trendsetters who are also driving the growth in world lagers which is why we’ve launched the new can for Estrella Damm this summer.”
The can launch runs alongside a brand new advertising and social media campaign for the beer this summer.
Meanwhile McEwan’s Beer Company scooped two prestigious awards at the Marketing Society Scotland Star Awards 2014 in recognition of the development and launch of McEwan’s RED in 2013 – Brand Development award in the Strategic category for the creation of new beer McEwan’s RED and the top award for marketing effectiveness in the food and drink sector. Peter Mooney, General Manager at McEwan’s Beer Company said of the win, “To actually take home the top award in Scotland’s Food and Drink sector as well as the strategic brand development prize is amazing and a real testament to the success of McEwan’s RED.”