Leading Northern brewer Thwaites aims to make Wainwright a Top 10 ale in the UK over the next three years, beginning with a £2m investment in the brand across the on and off trade.
The 4.1% ABV golden ale, which Thwaites named after Alfred Wainwright, author of the famous walking guidebooks, is now the fastest growing UK top 25 cask ale and a Top 20 Premium Bottled Ale in the off trade. And Wainwright is now set to scale new heights with an updated design, advertising campaign, consumer support and digital media initiatives.
A Breath of Fresh Ale
Playing on the brand’s unique association with walking and the outdoors, a new strapline ‘A Breath of Fresh Ale’ has been created. It will underpin the brand’s positioning and development with some thought provoking and witty advertising campaigns that have already started to register with both the trade and target ale drinkers.
As well as the new advertising campaign, the same eye-catching Wainwright creative will adorn eight new dray vehicles and underpins a new dedicated website and Facebook page as the brand develops a far reaching and innovative digital marketing platform.
Wainwright Pub Walks App
A Thwaites Wainwright Pub Walks App has been created that marries together two of the UK’s favourite pastimes – walking and visiting the pub. Tapping into the 30,000 plus Google searches for pub walks, the new Wainwright App will bring together Thwaites own database of Wainwright stockists with Cask Marque’s 8,000 pubs to deliver searchable pub walks straight to smartphones.
Steve Magnall, managing director of Thwaites Beer Co said:
“We are investing heavily in promoting Wainwright because we firmly believe it can establish itself as a Top 10 cask ale within the next three to four years. We’re keen to encourage drinkers who want something new and refreshing to give it a try. Through our targeted investment in the brand and with innovations such as the Wainwright Pub Walking App, we believe that we’re on the right path offering consumers a modern beer and brand they are telling us they are looking for.”
A relative newcomer, Wainwright was launched in 2007 but has already won numerous prestigious awards including a Gold at the Brewing Industry International Awards 2011 and most recently the best pale golden beer at the prestigious World Beer Awards 2012.