Tetley’s launches first bottled ales in four years

Tetley’s Golden Ale and Tetley’s No.3 Pale Ale, which was launched in cask earlier this year, will be available in 500ml bottles in the on and off-trade.

No.3 Pale Ale has a 4.2% ABV, has been brewed in Leeds and is claimed to have a “unique taste of the 19th century”, as the recipe was inspired by one from 150 years ago.

The Golden Ale comes in at 4% ABV and is described by the brewer as a contemporary blonde ale that blends cutting-edge hop varieties to create a fresh citrusy beer.

Double yeast strain​

Both of the brews have been developed with the brewer’s double yeast strain.

Brand manager Emily Hudson said: “Earlier this year, alongside the new No.3 Pale Ale, we also rolled out a new visual identity for the whole Tetley’s portfolio, so it is fair to say that 2018 really has marked an exciting new chapter for the brand.

“We look forward to seeing how consumers receive the new formats and the freedom of choice in being able to enjoy the brews in this way.”

Earlier this year, brand owner Carlsberg announced it would wake the “sleeping giant” Tetley’s with a rebrand and an investment.​

Time to focus​

Vice-president of marketing Liam Newton said the brand had been forgotten in recent years and that it was time to focus on it.

“At the moment, we have got a lot of work to do on Tetley's because of the nature of the category, which is in decline,” he said.

“Tetley’s is a bit of a sleeping giant in the portfolio, in that we have perhaps not done much with it in the past five years.

“Our first job is to stabilise what we’re doing in terms of activity and then we’ve got some wider thoughts on innovation.”