United Kingdom: Carlsberg launches seasonal ale programme for Tetley’s

Carlsberg has launched a seasonal ale programme for Tetley’s, Morning Advertiser reported on January, 14.

The programme is mooted as the first in a series of innovations for the brand during 2011. The four beers will only be available in cask in an on-trade exclusive.

Carlsberg UK, director of customer marketing, David Scott said: “The launch and subsequent success of our Tetley’s Christmas beer Northern Cracker in 2009 showed there was an appetite amongst licensees and consumers for seasonal Tetley’s beers.

"So we spent all of 2010 road testing some seasonal beers in the on-trade to gauge consumer reaction.

“To be honest they all went down a storm with drinkers – we even completely sold out of two of them. So we have made a couple of tweaks here and there and we now feel we have a line-up of ales that add real excitement and variety to the Tetley’s portfolio.”

In October last year Carlsberg unveiled a £5m investment in the brand, which kicked off with an 18-month sponsorship of Real Men’s TV on ITV4.

The seasonal ale programme:

Spring: Mad Trumpet, 4% ABV – available for delivery from 6 March

Summer: Midsummer Madness, 3.8% ABV – available for delivery from 12 June

Autumn: Headless Huntsman, 4.2% ABV – available for delivery from 11 September

Christmas: Christmas Cracker, 4.3% ABV – available for delivery from 16 November.

14 January, 2011