Young's unveils new advertising

Wells & Young's has unveiled its first advertising campaign for Young's Bitter since the creation of the new brewing company last year.

The campaign is headlined 'The Urban Retreat' and is set to appeal to its core heartland of drinkers living in and around London. George Wright, brand manger for ales at Wells & Young's, said: "The campaign is all about encouraging people to enjoy a civilised pint in among the stress and strain of urban life"

The £2m campaign will launch on May 7 and has two main executions - one for 48-sheet posters, which will go out as far as the M25 perimeter and one specifically designed for the London Underground.

This is part one of a long-term campaign for Young's Bitter - another set of activity will be unveiled at the end of the year and there will be support in pubs as well as online.

The campaign has been launched following a long period of research on the brand by Wells & Young's, as it sought to better understand its core drinkers, as well as potential recruits for the brand.

As a result the brewer has confirmed it will be investing equally in premium ale Bombardier as well as Young's Bitter in the future.

Mr Wright added that he was confident of continued success for Young's Bitter in the current tough market conditions for session ales. "I feel the decline in session ales is thanks to the performance of many of the smoothflow beers that are included in the figures," he said.

"There are several performing well and Young's Bitter is one of them - session ales have as much taste and flavour as premiums and with the year-on-year growth Young's Bitter is experiencing I think we are proving that."