Old Speckled Hen named 'brand to watch'

Old Speckled Hen has been awarded a 'Brand to Watch' accolade by the Superbrands organisation.

Old Speckled Hen was selected by a panel of 20 independent experts in recognition of exceptional sales growth and highly original marketing campaigns.

Launched in 1979, the brand has stormed the off-trade market to become the bestselling premium ale in UK supermarkets, while distribution in pubs and bars has increased by 60% in just three months.

Fiona Hope marketing director, said: "We are honoured and delighted to have been acknowledged with this award, which recognises the growing strength and ubiquity of the brand and its role in reinvigorating the traditional ale market. ​

"Our unique, quirky image has led to a 60% growth rate in the last 5 years alone, with particular success in winning over a new wave of young, style conscious drinkers, both in the UK and overseas.

"Old Speckled Hen's inventive approach to its marketing and packaging has seen it emerge as one of the strongest brands in its category, and its rapid growth shows no signs of slowing down. "With fans including Brit Art's Tracey Emin, the brand has carved out a niche and put real ale firmly on the map for young, independently-minded drinkers, making it extremely deserving of its new 'Brand to Watch' status."

Greene King has plans to build the brand further into 2008.

A new advertising campaign will launch and marketing campaigns will be staged in both the UK and the US to continue targeting younger drinkers.