John Smith’s, the number one selling ale brand in the UK from Heineken, is introducing John Smith’s Golden Ale, a refreshing and lightly hopped ale with an ABV of 4%. The brand’s first innovation since John Smith’s Extra Smooth in 1993 will be available in grocery and convenience channels from the beginning of August, in both can and bottle formats.
The new launch sees the classic ale brand enter the golden ale segment which is currently the fastest growing ale style in the UK, and is targeted at 25-49 year old drinkers.
Martin Porter, managing director – off-trade at Heineken, commented: “With over 250 years of brewing credentials, John Smith’s is an institution in the beer world and loved by millions of ale fans. We know from our research that some consumers are looking for lighter styles of ale that deliver refreshment and depth of flavour. We’re confident that the new, refreshing and premium style of John Smith’s Golden Ale will deliver this, driving excitement in the classic ale aisle and reappraisal of the John Smith’s brand.”
John Smith’s Golden Ale will be available in three SKUs, 500ml bottle, 4 x 500ml can pack and a 10 x 440ml can pack. There will also be special promotions and on shelf POS available to off-trade customers to maximise shelf stand-out and drive impulse sales.
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