Jygsaw puts missing pieces back into heritage brands

Jygsaw Brands, the trading partner in a joint venture set up last year between ex-Scottish & Newcastle (S&N) managers and the brewer to market and sell the group's 'heritage' ales and ciders, has commenced trading.

Jygsaw has assumed the UK sales and marketing rights and management of S&N's heritage ale brands McEwan's, Younger's, and Newcastle Exhibition and cider brands Woodpecker and Scrumpy Jack.

The aim of the new business, said managing director Simon Brown, was to "ensure that these brands get the appropriate level of focus, brand management and support required to ensure that they continue to offer a real choice in S&N's portfolio".

Brown added: "We have developed a business that will help meet the trade need for choice and differentiation.

"There will also be great opportunities for other partners to use this economic model to deliver consumer and trade needs in a mature and consolidating market.

"Furthermore, the partnership provides the flexibility for future strategic opportunities for S&N and other brand owners."

Jygsaw has also assumed additional responsibility for the marketing of the Newcastle Brown Ale in the UK, "a further sign of the potential up-weighted focus and investment on this iconic brand".

Brown said initial plans will be to "focus on supporting the brands through trading development, engaging with the trade to build presence and profile in outlet, re-connecting the brands with their heartland consumers".

The joint venture between Jygsaw and S&N is Heritage Drinks, which is majority owned by the Scottish brewer and in which Jygsaw has an equity stake. Assuming Heineken gains shareholder approval and acquires S&N's UK operations, the joint venture will transfer over to the Dutch group.