New blonde beer joins Pedigree portfolio

Pedigree New World Pale Ale has been designed to appeal to drinkers new to the beer category.

Brewer Marston’s said the 3.8% abv golden beer is made with lightly kilned pale malt and Galaxy and Topaz hops from Australia - hence the name.

“With Pedigree’s heritage and Aussie personality it is the perfect blend of old world skills and new world tastes to give drinkers the best of both worlds,” said marketing manager Gaynor Green.

The new beer, which was first launched as a limited edition beer during last summer’s Ashes clash, will form a key part of the strategy for the brand this year, alongside a new campaign for the brand that, “urges people to grow up but never change.”

For the first time in the brand’s history the majority of the consumer campaign will be done online, with ads featuring the internet phenomenon of re-creating old photographs.

Fans can download an app that enables them to replicate the ads and post them to Facebook or Pedigree’s own online gallery. In pubs the campaign will be boosted with new glassware and PoS.

Heritage​

Pedigree’s on-going seven-year relationship with cricketing board the ECB will also continue, as part of brand activity this summer.

The brand has previously won acclaim for its cricketing campaigns, based around the Ashes contest.

“In securing a long term future for the brand we are positioning Pedigree as a beer that has always been true to itself,” explained Green. “It celebrates its roots as one of the truly iconic British beers brewed in the birthplace of pale ale: Burton Upon Trent.

“With the introduction of New World Pale Ale and our move to a predominantly online campaign it is in recognition that a brand with history and heritage can still embrace change to keep moving forward with the drinkers whilst retaining its essence.”

In 2009 the brewery even gave some of its yeast to Marmite to make a cricket-themed version of the “love it or hate it” spread.