Caffrey’s unveils plans to support customers with profitable ale

12th March 2010, 7:06am

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 one in three beers sold, delivering five million barrels a year and is worth £3.5 billion to the UK on trade.

From March 15th 2010 the ABV of Caffrey's Draught will be reduced from 4.2% to 3.8% enabling our customers to offer a "…premium product, maximise their profits and have a competitive offering".

The change in ABV will be supported by in outlet activity to drive incremental sales and repeat visits to pubs with a 'Buy three 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.

Established in County Antrim in 1897, Caffrey's was the first creamflow ale to hit the UK beer market in 1994.

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