Brains goes Continental

Brains has launched its first continental style beer targeted at 18 - 35 year olds in Wales called 45. Brewed in Cardiff, 45, is made with pure welsh water and pale continental hops to create a clean, crisp taste.

Brains is making a major investment in the 45 brand, including a stylish illuminated condensation font and an integrated marketing support programme to launch the brand throughout Wales.

The launch campaign spans TV and outdoor advertising, radio, sales promotion, PR and Sponsorship. 45 is now the title sponsor of the Football Association of Wales which is particularly pertinent since Wales' Euro 2008 qualifiers are against continental sides - San Marino, Germany and Czech Republic.

"In blind tastings, we've been delighted that consumers are having real difficulty in telling the difference between 45 or one of the established continental beers from Italy, Germany or the Czech Republic," said Richard Davies, sales and marketing director, SA Brain.

"We identified a gap for an authentic continental-style beer within the Welsh market which was confirmed by our research. Whilst the launch of 45 focuses on sales within the region, the success of the early tastings leads us to believe that once the brand is established here in Wales, there is a real opportunity to grow it elsewhere. "