Caffrey's goes back to its roots

Ale relaunch reduces ABV and reclaims Irish heritage

Begorrah, bejaysus, bejaminty and bejabers, Bass has put the "oirishness" back into Caffrey's and reduced its alcohol strength as part of the brand's first major repositioning since its launch in 1994.

Caffrey's has returned to its Gaelic roots, only two years after it disowned its Irish heritage, and reduced its ABV from five per cent to 4.2 per cent in a move that will bring the brand into direct competition with Guinness at 4.1 per cent ABV.

Although cans of Caffrey's have incorporated the "Irish" tag as part of a new look, it is not likely to be seen in the bar fonts or displayed on on-trade promotional material until later this year.

The change in ABV is set to spearhead a £4m marketing campaign and follows a prolonged period of inactivity for the brand.

Stuart Cain, head of sponsorship and brands PR, said: "The relaunch is part of the Bass portfolio approach which is designed to cater for every kind of drinking occasion.

"Recent extensive consumer research has shown that Irishness is still very important and we have reduced the ABV to make it an easier pint to drink.

"Our research also revealed that drinkers were surprised by its strength.

"Thanks to the expertise of our brewing technologists, we've developed new, easier drinking Caffrey's, exactly the same great taste and smooth texture but at 4.2 per cent. Caffrey's drinkers can now enjoy their favourite premium ale without worrying about the morning after."

The new version of Caffrey's will be available from May 21 and will be supported by a comprehensive PR and trade press campaign highlighting the reduction in ABV and a high-profile sponsorship of the British Lions Tour of Australia.

A new advertising campaign has also been earmarked for later in the year.