BrandsBriefs

Cains shows it's all art

Cains Brewery is hoping to position itself as a craft brewer with a new strapline to be carried on all its advertising.

"The Art of Brewing" slogan also aims to reflect the company's links to the arts, most famously through its £1m tie-up with Liverpool's 2008 Capital of Culture events and its recent partnership with Britain's four Tate galleries.

Joint managing director Sudarghara Dusanj said: "Too many big breweries have forgotten the art of brewing. Everyone involved in making Cains is an expert in their craft and insists on the best ingredients, equipment and the necessary time to produce beer that people want to drink."

He said that consumers remembered the quality long after the price of a beer, which supports the company's push behind the Art of Brewing campaign.

Everards rings the changes

Everards is relaunching its Sleighbell cask ale for the festive period.

The 4.5% abv "rich, copper ale" is available throughout this month and is said to be the brewer's most successful seasonal beer.

Erika Hardy, Everards brands manager, said: "In the true Christmas spirit, the pump clips come with bells attached as a fun way for licensees to promote the beer. We hope that real-ale enthusiasts and those not so familiar with our ales will be tempted to try this traditional Christmas beer."

Hoegaarden bar theatrics

InBev UK has developed a raft of PoS material for Hoegaarden, to help licensees encourage customers to try the white beer.

The packs are available now and come with a back-bar Hoegaarden display in the shape of a tree and a giant branded glass. Bar runners, drip mats and polo shirts are also included, as well as sampling glasses.