Business as usual for Whitbread's portfolio

- Last updated on GMT

Related tags: Whitbread beer company, Stella artois

Marketing activity for former Whitbread Beer Company brands will be continuing on a business as usual basis in the wake of the purchase by...

Marketing activity for former Whitbread Beer Company brands will be continuing on a business as usual basis in the wake of the purchase by Interbrew.

The major question mark concerns the brewing under licence of Heineken, a brand owned by Interbrew's Dutch rivals. The existing contract is believed to expire next year and Interbrew is currently in talks regarding this issue.Whitbread Beer Company introduced a new British lager brand, GB, earlier this year, partly to fill any gap in its lager portfolio caused by the possible cessation of the Heineken contract.

GB is currently being trialled in the North of England.

A spokeswoman said that all existing arrangements, marketing activity and sponsorships will run their course. These include the distribution deal with Wiltshire brewer Wadworth for cask ale brand 6X.

Among the upcoming advertising campaigns is a new burst of summer activity for Boddingtons - animated stars Graham and Claudia appear, for the moment at least, to have survived the sell-off.

The "Chilled Cream" campaign will be re-emphasised through the return of the ads Horror Hoof and Market, which will be shown on satellite and terrestrial TV throughout June and July.

Advertising investment in Boddingtons was up 58 per cent in the 12 months to March 2000, and the media spend is further increasing to £9million this year.

On-trade sales for Boddingtons during the first period of this year showed a three per cent rise, while off-trade sales were up 20 per cent.

The profile of the Stella Artois Tennis Championships later this month has been raised by the signing of a new three-year broadcast deal with the BBC.The new deal will mean live coverage of all seven days of the tournament, which takes place at Queen's Club in London from June 12 to 18.

Brand manager Scott Lenik said: "The new deal delivers a fantastic platform for the tournament, and the additional coverage will generate increased interest particularly given the competition from Euro 2000."

Related topics: Other operators

Follow us

Pub Trade Guides

View more