Boddingtons in £14m spend

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Interbrew is introducing a new Boddingtons pump handle and badge as well as trialling cylinder-less beer engine technology as part of a £14m...

Interbrew is introducing a new Boddingtons pump handle and badge as well as trialling cylinder-less beer engine technology as part of a £14m investment in the brand. The company is updating the bar imagery of keg Boddingtons with the introduction of a new, illuminated countermount. The cool-to-tap technology will ensure that the beer isdispensed at exactly the righttemperature ­ 10° to 12°C. Updated bar badges and handles complete the new look. Allan Tudor, on-trade sales director at Interbrew, said: "We are increasing the visibility of Boddingtons and communicating a more contemporary brand image to ensure it is relevant and appealing to our core drinkers as well as a new generation of emerging drinkers, and to help stockistsof Boddingtons develop their draught-ale business. "The use of cylinder-less beer engine and cool-to-tap technology will improve the quality of the drinking experience and help attract new drinkers to the brand." A stylish, new branded glass ­ featured in the brand's "It's a bit gorgeous" TV advertising ­ is also being introduced to reinforce brand awareness. The new look will initially be available in the north-west from this month and will be rolled out to the rest of the country during 2003.

Related topics: Beer

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