Interbrew has outlined ambitious plans to swell distribution of the new look Castlemaine XXXX.
The brewer wants to grow off-trade distribution of the brand from its current 65% to 100% by the spring and double the number of packs stocked by stores to attack its rivals head on.
Castlemaine's marketing controller, Matthew King, said: "We knew what we were getting when we inherited Castlemaine from Carlsberg-Tetley and it already had listings in the major multiples. But we want to pursue the depth of distribution and get several SKUs into stores."
He added that retailers might be running promotions on the brand as the new stock hits shelves in the coming weeks.
Castlemaine will be priced at between £2.99 and £3.09 for a four-pack and Interbrew is also offering wholesalers a pricemarked six-can pack for £3.99 to give independents "another opportunity".
Rival and Carling owner Coors said it was undeterred by the relaunch. Coors MD for take home, Chris Edger, said: "XXXX didn't succeed initially in the market and it's always been available on shelf. It's going to take a long time to re-establish credibility."
In a separate move, Interbrew has extended its film sponsorship agreement with Channel 4 and FilmFour and is introducing a series of new break-bumpers. The creatives are set in rural France and tie in with Stella's Reassuringly expensive' TV ad campaign.
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The brewer wants to grow off-trade distribution of the brand from its current 65% to 100% by the spring and double the number of packs stocked by stores to attack its rivals head on.
Castlemaine's marketing controller, Matthew King, said: "We knew what we were getting when we inherited Castlemaine from Carlsberg-Tetley and it already had listings in the major multiples. But we want to pursue the depth of distribution and get several SKUs into stores."
He added that retailers might be running promotions on the brand as the new stock hits shelves in the coming weeks.
Castlemaine will be priced at between £2.99 and £3.09 for a four-pack and Interbrew is also offering wholesalers a pricemarked six-can pack for £3.99 to give independents "another opportunity".
Rival and Carling owner Coors said it was undeterred by the relaunch. Coors MD for take home, Chris Edger, said: "XXXX didn't succeed initially in the market and it's always been available on shelf. It's going to take a long time to re-establish credibility."
In a separate move, Interbrew has extended its film sponsorship agreement with Channel 4 and FilmFour and is introducing a series of new break-bumpers. The creatives are set in rural France and tie in with Stella's Reassuringly expensive' TV ad campaign.
{{MARKETING }}
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