Daniel's plans worth Thwaiting for

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Daniel Thwaites is poised for an on-trade push across all its brands as part of a £4m spend.The Blackburn-based brewer, now the 7th largest brewer...

Daniel Thwaites is poised for an on-trade push across all its brands as part of a £4m spend.

The Blackburn-based brewer, now the 7th largest brewer in the UK, has unveiled plans for its Thwaites Smooth by launching an advertising campaign fronted by the orange-hued antique dealer and TV celebrity David Dickinson

Following its acquisition last year, Lancaster Bomber 4.4 per cent ABV is also going to be given marketing support.

Through a "Cask at the bar" campaign to coincide with Cask Ale week, Thwaites will be running a try before you buy scheme and a scratch card promotion as it looks to spread beyond its Northwest heartland.

There are also plans afoot for Thwaites' premium German lager Warsteiner (pictured)​ which is set to meet a 25,000 barrels target this year. A campaign declaring that "Life is too short to drink beer" is to be launched in the on-trade where it will complement the brand's involvement with Formula One motor racing.

Following an agrrement with German brewer Konig Ludwig in Bavaria, Thwaites has also taken on Kaltenburg Royal Lager, a session lager brand with an ABV of 3.8 per cent, and König Ludwig Weissbier, a bottled wheat beer set to do battle in the buoyant speciality beer sector.

Paul Baker, managing director for Daniel Thwaites, said: "We see pourselves as the biggest kept secret in the industry but now that we have an extremely strong brand portfolio and one of the most modern breweries in Europe, we are ready to shout a bit more about what we're doing."

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