Spirit changes wine and cask-ale ranges

The Spirit Group is revamping the range of cask ales it offers to consumers.

The managed pub operator is changing its line-up to introduce more regional beers across its estate.

Spirit Group drinks director Clare Vintner said: "We are re-shuffling our brands at the moment by matching what's available in the portfolio to the needs of our different consumers around the country. Cask-ale drinkers demand variety, quality and quirkiness and we are working closely with suppliers to make sure we achieve this."

The move follows growing interest in the cask-ale sector, which Vintner forecast would continue as a key growth category for pubs this year.

She said some brands would be axed as part of the changes, adding that the main aim was to delivery a better quality pint to drinkers.

"If we are going to do cask ale we need to do it properly," she said. "The focus has to be on quality. If that means focusing on training and standards then we will do a smaller number of brands, and do them well."

Meanwhile Spirit is also re-viewing its own-label wine offer-ing. The managed pub operator is developing its wine brand, White Mountain, which has had a presence in Spirit pubs for the last three years.

The range, which comprises Dry White, Medium White and Red varietals, is the on-trade's eighth best-selling wine, according to data from AC Nielsen.

However, the company islooking into ways to updatethe portfolio, including product innovation, new types of closures and single-serve formats. As part of the plans, two New World varietals will be launched in April.

Spirit has pledged to support the changes with staff training.

Vintner said: "White Moun-tain has been a huge success for Spirit and we're expanding the range in 2005. We will bring in a grape varietal that's recognisable to our customers ­ maybe a Chardonnay or a Pinot Grigio."