>>Heineken gets closer to rugby… From sea to plate with Young’s… Starlets gets down with the kids… Chinese banquet with tiger beer…


Budget undisclosed Manufacturer Heineken

A new on-pack off-trade promotion for Heineken is aimed at helping retailers take advantage of the growing interest in rugby among premium lager drinkers, with the launch coinciding with the resumption of the Heineken Cup after Christmas.

expert’s verdict

Jonathan Butt, Head of global sourcing, Thresher group
The presentation of this beer is more offputting than appealing. That, thankfully, is where the negative points cease, as this is a truly great brew from one of America’s most innovative micro-breweries.
On pouring, the aromas of the brew burst forth from the glass, delivering fabulous caramel and malt notes on the nose with underlying fruit and hop bitterness.
In the mouth, this ale is seductive at first, with an initial smooth malt flavour that quickly develops into a more prominent bitterness. This is a bold brew, both assertive and refined, with a pleasing fruity undertone and a classy, dry finish.

Score: 23/25


Budget £5m Manufacturer Young’s Bluecrest
Young’s is back on TV with a new ad campaign. Entitled ‘From Sea to Plate’, it combines a new version of the brand’s iconic theme tune with stunning film shots of Young’s suppliers around the world.