Font helps XXXX hit the front line
Interbrew UK has launched a new bar font as part of an £11m spend this year to re-establish the XXXX brand as a credible, mainstream lager.
The font, to be installed with all customers by 31 July, features the brand's famous colours green, silver, red and yellow and includes:
A chrome tap handle with the XXXX logo and "Cold Beer" on the handle
"Brisbane, Australia" on each side of the font to emphasise XXXX's heritage
An illuminated XXXX badge at the front
A clear line of sight so customers can see pints being served
Point-of-sale kits will also be included with each installation.
The £11m investment represents a 22% increase on last year's budget, and shows Interbrew's commitment to XXXX, which was added to its portfolio in January 2003. On-trade distribution of the brand increased five-fold in 2003, while value sales rose 221%.
Colin Pedrick, Interbrew's MD for on-trade sales, said: "[XXXX's] strong performance provides us with a platform on which to develop the brand during 2004, with the new counter mount a key part of this."
