Wells & Young’s has underlined its belief in the strength of its McEwan’s ale brand with the launch of McEwan’s Red. Brewed at an ABV of 3.6% McEwan’s’ Red is a beer that delivers a smooth and refreshing taste. It’s brewed to be red in colour which is achieved naturally by brewing with only the finest malted barley. The firm says it delivers a lightly hoppy and very smooth finish delivering a depth of flavour that is still sessionable. McEwan’s Red will be available in convenience stores in a 440ml can with fixed widget. A range of SKUs will be made available.
McEwan’s Red represents the start of a sustained campaign of brand investment from the Bedford-based brewer. The aim is to refresh McEwan’s current portfolio to appeal to its loyal consumer base while also introducing new variants to the range which attract a younger target market to help rejuvenate the declining ale category.
McEwan’s Red has been thoroughly researched and appeals to men aged 30-50. The overall appearance of the beer was rated higher than competitors and drinkers responded well to Red’s noticeably differentiated appeal.
The brand has also been taken on by JW Filshill and the company is confident of further independent listings.
TV advertising will back the launch along with ‘red carpet’ in-store theatre and POS.
