by John Harrington
Scottish Courage has broken new ground by releasing cold versions of all its draught brands. The move is a multi-million pound bid to kick-start under-performing drink categories.
ScotCo is adding Kronenbourg 1664 Cold Premiere and Strong-bow Extra Cold to its existing cold portfolio of Foster's Super Chilled and John Smith's Extra Cold.
The brewer will use the same technology for colder versions of San Miguel and its white beer Kronenbourg Blanc.
If used correctly, the cooling system ensures that drinks are consistently served at 3°C.
ScotCo claims the satisfaction from the drink is maximised at this temperature, and this applies to premium beers and cider as well as standard lager.
The brewer pointed to the success of Foster's Super Chilled to show that colder versions can drive sales. Data from AC Nielsen showed the standard lager category is growing 2.5% as a result of cold brands, at a time when the on-trade beer market overall is falling by between 2% and 3%.
In addition, ScotCo said pubs that served Foster's Super Chilled also saw overall beer sales increase by 6%.
'Cold is the number one factor in determining drinker satisfaction and taste preference among beer and cider drinkers alike, said ScotCo's customer marketing director David Goadby.
'We are confident that our enlarged cold portfolio will replicate this success (of Foster's Super Chilled) in other sectors.
Goadby said the cold variation is 'key to innovation in premium lagers.
ScotCo estimates that the colder Kronenbourg could add incremental sales worth between £50m and £100m to the trade.
The cold versions are being rolled out across the country this month.
Promotion targets 6,000 venues
Scottish Courage hopes to reach one million consumers in its biggest sampling programme at 6,000 venues nationwide.
Four thousand venues will be visited within the M25 over a 10-week period starting this month, as part of the 'London's Biggest Round scheme. A further 2,000 bars will be visited during the 'North's Biggest Round and the 'Midlands' Biggest Round.
Punters will get to try ScotCo brands free on promotion nights in participating venues. ScotCo marketing director Tim Seager said: '(The campaign) will provide a platform for one-to-one dialogues with up to a million consumers in a pub environment.