Fuller's takes Discovery down the chilled route

Fuller's has announced that blonde beer Discovery will now only be available in chilled format across its own estate and the entire freetrade.

The Chiswick brewer has exclusively revealed to The Publican that pubs will not be able to stock the 3.9 per cent ABV blonde beer unless they chill it to between eight to 10°C.

David Spencer, marketing director for Fuller's said: "Although Discovery has been chilled to the right temperature across most of our estate people have been drinking it at a warmer temperature in the freetrade.

"Discovery is a hugely important brand for us and so it is vital that everyone drinks it at the right specification. We will be taking it out of the freetrade and putting it back into outlets that are happy to chill it to the right temperature, and we will invest in pubs to help them do this."

Fuller's says it is well aware this decision may well lead to a large dip in guest beer sales. But the brewer is keen to develop long-term relationships with retailers, with Discovery becoming a permanent fixture on bar tops, rather than just being a temporary or seasonal sale.

If an interested pub meets the standards expected by Fuller's and shows a commitment to long-term sales of Discovery, then the brewer will help fund the implementation of cooling technology in the outlet.

Fuller's hopes the investment will be more than matched by the increased sales that a permanent listing will bring.

The brewer has developed a wide range of marketing point of sale to support the change, which includes posters, bar runners, complete with Cyclops tasting notes, and promotional polo shirts.

Fuller's has designed a new white, branded font handle for chilled Discovery which will help create greater standout at the bar.