Caffrey’s reduces ABV and runs new ad campaign

Caffrey’s Irish Ale has unveiled a new brand campaign and a reduced ABV to help add more value for customers to the on-​trade ale category.

Despite declining volumes in recent years, the on-​trade ales market is big, accounting for 1 in 3 beers sold, delivering five million barrels a year and is worth £3.5bn to the UK on-​trade.

From 15 March 2010, the ABV of Caffrey’s Draught will be reduced from 4.2% to 3.8%. The change in ABV will be supported by in-​outlet activity to drive incremental sales and repeat visits to pubs with a ‘Buy 3 and get a free one next time you’re in’ mechanic, activated in outlet via a collector card scheme.

In addition, a new visibility kit and point of sale will be available to help communicate the new ABV in-​outlet, and help attract more customers to try the Caffrey’s brand.

Source: Caffrey’s

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