Interbrew has launched a glamorous new font, incorporating a cylinder-less beer engine, for its Boddingtons keg brand as part of a £14m marketing programme. The company has unveiled a new illuminated countermount complete with an updated pull handle and Boddingtons badge. New "Cool-to-tap" technology, designed to ensure the beer is dispensed at exactly the right temperature (10-12 degrees) is also being trialled exclusively in the Granada region.
Allan Tudor, on-trade sales director at Interbrew, said: "We are increasing the visibility of Boddingtons and communicating a more contemporary brand image to ensure it is relevant and appealing to our core drinkers as well as a new generation of emerging drinkers and to help stockists of Boddingtons develop their draught ale business.
"The use of cylinder-less beer engine and cool-to-tap technology will improve the quality of the drinking experience and help attract new drinkers to the brand".
Outlets in the brand's heartland will also receive a new branded glass, as seen in the brand's "It's a bit gorgeous" TV advertising.
Initially, the new look fonts will only be available in and around Manchester and, if successful, a nationwide roll-out is planned for 2003. Interbrew recently backed down on plans to shift production out of Manchester following protests from locals and ale drinkers.
The news that Boddingtons will continue to be brewed at the Strangeways Brewery was tempered by Interbrew's decision to press ahead with the closure of Manchester's keg packaging facility next February, at a cost of around 50 job losses.