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Thwaites to splash £2m on Wainwright cask ale

By Michelle Perrett , 06-Dec-2012
Last updated on 07-Dec-2012 at 13:33 GMT2012-12-07T13:33:55Z

Thwaites is investing £2m into Wainwright

Thwaites is investing £2m into Wainwright

Thwaites, the family brewer based in the north-west, is investing £2m in its Wainwright brand during 2013, with the aim of making it a top-10 cask ale.

The 4.1% ABV golden ale, which was launched in 2007, is now the fastest-growing of the top-25 cask-ale brands, according to CGA Strategy.

The £2m investment for the brand will fund a range of initiatives, including a new advertising campaign with the strapline A Breath Of Fresh Ale, digital activity on a new dedicated website and Facebook page, and a Wainwright Pubs Walks app.

The app has been created to bring together Thwaites’s own database of Wainwright stockists and Cask Marque’s 8,000 pubs, to deliver searchable pub walks to smartphones.

The brewer is also looking to join forces with selected golf and rugby clubs as part of the campaign and is looking at TV and film for further opportunities.

“We are investing heavily in promoting Wainwright because we firmly believe it can establish itself as a top 10 cask ale within the next three to four years,” said MD Steve Magnall.

“Through our targeted investment in the brand and with innovations such as the app, we believe that we’re on the right path, offering consumers a modern beer and brand they are telling us they are looking for.”

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