Marston's takes the creamy route
by Andrew Pring A new beer called Marston's FC Finest Creamy has been launched into the on-trade smooth market.
WDB Brands, the beer division of Wolverhampton & Dudley Breweries, has invested £1m in developing the easy-drinking and full-flavoured smooth bitter, which is the first of several innovations to be launched this year.
WDB Brands marketing director Peter Jackson explained: "Marston's FC was developed in response to consumer research, which revealed that although drinkers enjoy the easy-to-drink factor of a smooth beer, they are increasingly looking for more taste.
FC is a smooth beer, but, as with all Marston's brands, it has a distinct flavour."
The beer came top in a "blind" consumer taste test, where it was preferred over its competitors by a ratio of two to one.
On-trade roll out begins this week with installation support and in-pub promotional activity.
A heavyweight consumer campaign is due this spring, with more than £500,000 investment earmarked for ITV's Central and Granada regions.
The brand's image combines the traditional Marston's three-barrel motif with red, blue and cream lettering, all set in a stylish silver counter-mount for distinctive stand out.
Marston's FC will also be supported by a unique branded glass.
"We have created a look that gives FC a strong style on the bar, which will compliment its easy bar-call and make an impression among smooth drinkers," said Jackson.
l
The launch of Martson's FC came as Wolves & Dudley revealed very strong Christmas and New Year trading with managed and tenanted pubs increasing like-for-like sales by 3.1% and 5.1% respectively in the 16 weeks to 17 January.
Chief executive Ralph Findlay said: "Margins are firm and in line with our expectations across all areas of the business.
The business overall continues to make steady progress and is generating cash which we will use to enhance shareholder value."
Wolves' tenanted arm Union Pub Company is expecting to buy six pubs by the half-year-end, by which time six new managed pubs will be under construction.
