Bombardier promotion re-launched after support from Rik Mayall's family

The company paused all promotional activity around the brand after the comedian, who played William Charles Bedford – the Bombardier, died in June.

But after his family gave their backing, the company has re-launched its social media campaign.

A spokeswoman for the company said: “Since the sad news of Rik's passing, our priority has been to respect the privacy of his family and put their wishes ahead of everything we do in respect of marketing Bombardier beer.

“Their kind message to the Bombardier fans has effectively concluded the pause we'd implemented on our promotional activity and we'd like to thank them for their support and approval to continue the campaign, which resumed last week.  Whilst there will be some inevitable changes, fans can expect to enjoy the entertaining observations and reflections that have become synonymous with the character of the Bombardier.”

In a statement posted on the company’s facebook page Mayall’s widow, Barbara Robbin, said: “We’ve been overwhelmed at how popular Rik’s portrayal of the Bombardier was and the sense of fun and enjoyment it brought to so many people. We very much appreciate the break that Wells have given us, but we feel that the time is now right for the Bombardier to spring back into action and restart the banter.

“We’re looking forward to seeing what’s next for the Bombardier, and continuing the story in Rik’s honour. Bang on!”