Wadworth welcomes Interbrew 6X deal

Wiltshire regional brewer Wadworth has joined forces with brewing giant Interbrew to drive sales of its cask ale 6X.

A new sales team, dedicated solely to the 6X brand, has been funded by Interbrew and will work out of the Devizes brewery and concentrate on developing relationships with licensees.

The first challenge for the set-up will be to defend 6X's position in the cask ale market following Interbrew's takeover of Whitbread Beer Company, which handles the brand's national distribution.

The separation of Whitbread's brewing operation and its pubs, now mostly grouped under Laurel Pub Company, could threaten 6X's status as one of the best known and most resilient cask ales.

But Wadworth sales director Fred West was confident that Interbrew's continued commitment will help close the gap in its supply agreement.

"It will mean developing a different kind of relationship with the trade which is based on the strength of the 6X brand without relying on the former Whitbread estate," he said. "As independent pubcos flex their muscles in the marketplace, there is a strong argument for this kind of strategy."

The new sales force, headed by former Morland cask ale specialist Paul Bence and supported by two other ex-Morland reps, Tony Walton and Francis Golding, will initially target Laurel licensees in the South who are already stocking 6X and aim to establish a direct relationship with them. They will also approach major pub multiples to secure listings.

A new pumpclip is being designed along with point-of-sale material and the brand will continue its sponsorship of the Village Cricket Championship, now in its third year.

Future marketing plans are being worked out jointly between Wadworth and Interbrew.