London regional brewer Young's believes it can buck all the trends in ale and successfully launch a new canned ale. Earlier this year it developed Triple A, a new cask ale in the on-trade which went down well. In September this will go on the shelves of major retailers as a 4% abv canned ale. And, just as a number of the major players are turning their backs on widget technology, it is introducing it for the first time. This is against a background of a canned ale market which ACNielsen says is down 1.8% in volume and 1.4% in value and a total off-trade ale market declining 2.1% in volume and 1.2% by value in the 12 months to June. Even the market for premium bottled ales is flattening out as the multiples cut back on their ranges. Young's is a major player in this sector with Waggle Dance, ranked number eight [AC Nielsen]. Its range also includes Double Chocolate Stout, Young's Special and Ramrod, all performing well. The recent decision by Tesco to impose a flat £1.49 price for the category has brought in more consumers but Young's national sales director Paul Davis said it is difficult to see how successful this has been because the data has yet to be analysed. "Our research shows there is a huge opportunity within the beer market to capture the imaginations of other drinkers and bring them back to it. "We want bitter back in the repertoires of lager drinkers. The nitrokegs and widgets helped but people realised they were bland. "We spent 18 months getting the taste and flavour of this beer right." Triple A four packs will retail at £3.99 and will be on promotion at £2.99. Young's is spending £1m on the launch. {{DRINKS }}