Nigel McNally
Charles Wells
If cask ale is the quintessential English drink, then Charles Wells has been very clever in associating its Bombardier cask bitter with the campaign to celebrate St George's Day, branding its pump-clips with the St George's Cross and running television advertising during English sporting events, such as the current Ashes series. The 'Drink of England campaign has helped make Bombardier the fastest-growing premium cask ale in the country, with 49% growth in the on-trade, up from ninth to sixth in the national listings in 2004.
The business itself, based in Bedford in a comparatively modern brewery built in 1976, is one of the largest privately-owned companies in the country. Its sales and marketing director Nigel McNally believes the ale market can grow significantly more, 'providing key regional-ale brand owners work together to develop consistent communication to both trade and consumers.
Education aimed at the consumer, 'whether that be at point of purchase or via advertising by brand owners will pay dividends long-term, he says. 'We need to advise the consumer that real ale is a live, fresh pint with a limited shelf life, brewed using only natural ingredients and that each brand has its own distinctive taste and aroma. Consumers need to be told, McNally says, that each regional and independent brewer takes pride in brewing beers with distinctive aromas and tastes.
For Charles Wells, McNally believes Bombardier will be a top-three brand in the cask-ale marketplace within three to five years, jostling with the likes of Bass, Directors and Greene King's Abbot Ale. To do this the brewery is deliberately positioning it as a national, not a regional, brand.
While others restrict themselves to the belief that the target market is strictly 30 to 50-year-olds, 'Charles Wells believes there's a much wider age group interested in real ale, says McNally. 'The challenge for our industry is to develop appropriate methods, such as sampling, to reinforce the unique taste and aroma experience and to ensure real ale is accessible to a wider audience.
Recently, he adds, Bombardier was the only alcohol present at a high-profile music event. 'We focused on this event to encourage brand switching from lager and achieved tremendous results, with the majority of consumers now being open to real ale and many going away determined to drink Wells Bombardier.
McNally says the future is a rosy one, but only for brands which have been nurtured in the right way, both in terms of brewing and brand development. 'Brand owners must invest in this category so that real ale is seen to be an ultra-premium product and respected for its craftsmanship and heritage.
