InBev UK has taken its first steps into the 'extra cold' category by launching chilled versions of Castlemaine XXXX and the keg version of Boddingtons.
Castlemaine XXXX 'Xtra Cold' and Boddingtons Extra Cold will be available from 1 January. They are served at between 3Â°C and 5Â°C, which is 2Â°C lower than standard versions, but will sell at the same price.
Steve Kitching, InBev's managing director of on-trade sales, said the new releases 'will drive brand desirability among a key audience of drinkers who want a colder beer, which is often not served as cold as they would like'.
A national TV campaign for XXXX Extra Cold will begin in the spring, alongside regional TV ads for the new Boddingtons.
Point-of-sale material and branded glassware is being released to support the new brands.
InBev plans to install around 5,000 extra cold fonts in the first three months of 2006. XXXX Xtra Cold uses under-counter cooling technology, while Boddingtons Extra Cold can be achieved through minor alterations in the cellar using existing equipment.