New look and new target for Young's Bitter

Young's Bitter is rolling out a new identity to push on the London brewer's ambitious expansion plans.

Sales of the beer are growing at 9.1 per cent year-on-year (AC Nielsen) and, backed by its multi-million pound "Ram's World" ad campaign, Young's is targeting double-digit growth every 12 months for the next five years.

The brewer, based in Wandsworth, South London, claims Young's Bitter is now the fastest-growing ale brand in England. The beer has been given a new pump clip and pump handle, each featuring a modern version of Young's ram logo.

Both are available to Young's tied houses, freehouses and outlets belonging to other pub companies and brewers from October. Featuring tasting notes on the back, the new-look emphasises the modern image of Young's Bitter.

Young's Bitter is the ninth best-selling standard cask ale in Britain, with 65 per cent of sales achieved outside Greater London.

"This has been a fabulous year for Young's Bitter, it's now in a stronger position than at any time in its history," said chief executive Stephen Goodyear. "The new look is essential if we are to attract new customers, particularly people between 25 and 40 at the younger end of the cask market."

Young's is investing a further £1.5m over the next 18 months in support of the Young's Bitter "It's a Ram's World" ad campaign. Other activity will see the launch of a cask version of Young's Special London Ale and a cask version of Young's Old Nick barley wine ale this month. Young's Burton Ale, a 5.5 per cent strong ale originally brewed in the 1960s, will make a return from October 10. Annual favourite Young's Winter Warmer will be available to pubs from October 24.