Wells and Young's unveils new Bombardier font

Wells and Young's has unveiled a new font for its Bombardier cask beer brand.

The Wells Bombardier font stands at just over a foot high on the bar and is designed to rival the high-impact lager fonts which have long been a barrier to enticing new consumers to cask beer.

The font has been in research and development for the past year, and during that time consumers were asked for their opinion on cask beer. The importance of maintaining the hand-pump was overwhelming but the research also demonstrated that consumers think cask beer should be more eye-catching, more up to date and prominent. There have been no changes to the Bombardier beer.

Wells and Young's marketing director Chris Lewis said: "Other types of beer have had it too easy for too long. Innovation in cask beer has not been extensive.

"At Wells and Young's we are passionate about growing the category and therefore invest significant sums into the category every year. The Bombardier font will now open up the market. This font would not look out of place in bars that typically do not sell cask beer. The traditional hand pump has been a barrier to entry for cask beer in many outlets such as style bars but the bold, chrome, back lit Bombardier font, will fit in perfectly within these venues."