Double launch boosts Tetley's place in ale sector

Carlsberg-Tetley (C-T) is giving the ale sector a boost with the launch of two Tetley brand extensions - a chilled version and a premium cask ale.

Tetley's Extra Cold launches in June, with Tetley's Imperial Cask available in the next few weeks. The two new varieties spearhead a £12m investment in the Tetley's brand this year.

The long-term shift in consumer taste towards colder drinks is behind the launch of Tetley's Extra Cold, which C-T is claiming as the first national chilled ale brand - Theakston Cool Cask, launched two years ago, is mainly available in the North, while regional brewers have offered the likes of Young's AAA and Belhaven Best Extra Cold.

Served at three to four degrees, Tetley's Extra Cold is a keg bitter aimed at converting 25 to 35-year-olds to ale drinking. A contemporary font (pictured)​ has been designed, and the launch will be supported by point-of-sale.

Doug Clydesdale, managing director of brand and sales for C-T, said: "Currently, 50 per cent of ale drinkers are over 50-years-old. We hope to add interest to the market and attract the next generation of ale drinkers with a refreshing alternative to other beers."

Tetley's Imperial Cask is aimed at securing a share of the premium cask ale sector, which is currently outperforming the on-trade beer market as a whole, and where regionals including Greene King, Wolverhampton & Dudley, and Fuller's have been steadily increasing sales.

C-T is stressing the authentic credentials of Imperial Cask, which is brewed in Leeds using traditional Yorkshire Square fermenting vessels. The 4.3 per cent ABV ale already has the backing of the Leeds branch of the Campaign for Real Ale.

Imperial cask will be supported by point-of-sale including tasting notes, with cellar training also on offer.

Mr Clydesdale said: "These new brand extensions have already created a lot of excitement among licensees. We're confident we'll attract new consumers."