Successful launch for Young's bottled beers

Thursday, 23 October 2008

Young's range of bottled conditioned beers has a 14 per cent of the bottled conditioned ales (BCA) market just a few months after their launch.

Latest figures from Nielsen (September 2008) show that Young's Kew Gold is the most successful launch in the BCA category in the last 12 months, and sells more per outlet than any other new brand launches over the last year. And re-launched Young's Bitter is the second most significant launch across the whole BCA sector.

Since its re-launch as a bottle conditioned beer along with the Red Tractor stamp of approval, Young's Bitter has also added the fourth highest value to the sector sending it into the top five list of top-selling BCAs in the last 12 weeks.

Multi-award winning beer, Young's Special London Ale is also performing well, holding onto its second place position in the BCA sector.

Chris Lewis, director of marketing at brewers Wells and Young's says: "To have claimed almost 15 per cent of the market within just a few months of launching the beers is fantastic news.

"And its good news for retailers too as there is a higher price point for bottled conditioned beers. This ‘super-premium' sector's share of the whole single bottled ale market is continuing to increase and now equates to 5.8 per cent."

Independent research has shown that consumers are moving towards the premium sector of many markets, and indulgence, pleasure and quality ingredients are key drivers in many markets.

Lewis adds: "The price difference between bottle conditioned ales and premium bottled ales has widened further. These beers are able to demand premium prices which drive category value and further unlock the potential of this diverse category."

The bottle conditioned ale sector is the fastest growing sector in the bottled ales category in the off-trade, growing 15 per cent in value and adding over £1.9m to the PBA category.

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