SA Brain launches Extra Cold beer
Welsh brewer SA Brain has launched a new Extra Cold Continental-style beer, called Brains 45.
The 4.5 per cent beer, which was created following consumer research, is served through a unique, Italian-designed chrome beer fount which chills the beer all the way to the tap. Alongside the bespoke cooling technology, it will be served in laser-etched pint and Continental-style half pint glasses, which create and hold the beer's head.
Richard Davies, sales and marketing director at SA Brain, said: "When we asked consumers what they wanted from a beer they told us it had to be refreshing, cold, lively-looking with a great full flavour.
"They also expressed how much they enjoyed the taste of Continental beer. 45 was born from the results of that research.
"Our customers have always enjoyed drinking our traditionally brewed ales and we are delighted to add this unique Continental-style beer to our portfolio."
The new beer is currently being tested in 24 Brains managed houses, including Cardiff city centre bars such as the Yard on St Mary Street and Bar Is It? on Wharton Street.
All customers can try a free sample of 45 as part of a "try before you buy" promotion in all participating pubs. Brains plans to roll out 45 from November 2006.
The brewer will be launching a promotional campaign across Wales in line with the roll-out - 45 days before New Year. Plans include instant wins every 45 minutes, an online campaign and even a doorstep challenge with local radio stations.
