W&DB makes move into nitrokeg sector

Wolverhampton & Dudley Breweries (W&DB) has further expanded its portfolio with its first foray into the nitrokeg "smooth" sector.

WDB Brands, a division of W&DB, has broadened the scope of its flagship Marston's brand following the launch of Marston's FC - Finest Creamy.

More than £1m has been set aside to help the new beer vie with the likes of John Smith's and Boddington's in a static on-trade nitrokeg market.

Peter Jackson, WDB Brands marketing director, said: "We realised that the nitrokeg market is undoubtedly the biggest sector in ale and while there are some strong brands we believe we can deliver something extra for licensees and consumers with a brand."

However, Mike Benner, of the Campaign for Real Ale, expressed some surprise at the new launch.

He said: "It's fair to say that nitrokeg has had its time and some of the leading brands of the mid-1990s are now suffering as attention turns back to real ale.

"Bringing out a new one seems an odd decision, especially for a brewer with a reputation built on quality real ales. I only hope that the new beer won't be promoted over classic cask beers like Pedigree."

In response, Mr Jackson said: "For all the work we do with cask and premium cask, we realised that nitrokeg is a way into the ale market for many drinkers and represents an easier step in terms of taste."

Mr Jackson said that Marston's FC will be the first of several new launches earmarked for 2004.

In the last 12 months, W&DB has flexed its marketing muscles with the launch of Marston's Old Empire, a Burton-brewed India Pale Ale, and increased marketing support for both its flagship Pedigree and Banks's brands.

The on-trade roll out of Marston's FC is under way and will be supported by in-pub promotions while a £500,000-plus consumer campaign this spring will target the Central and Granada TV regions.