ONE of Scotland’s best selling bottled ales has a new look. According to IRI figures to October 2014, McEwan’s Champion is the second-best-selling bottled ale in Scotland. The new packaging is designed to help the rejuvenation of the McEwan’s brand.
It follows the redesign of McEwan’s Export, the launch of McEwan’s IPA and the additions of McEwan’s Red, Amber and Signature.
Rob Hamlin, marketing operations manager for McEwan’s Beer Company, said: “We’ve added some exciting new beers to the McEwan’s range in the last 18 months but also want to ensure that our well-loved range of heritage beers continues to thrive. “The new packaging for McEwan’s Champion helps to refresh the brand whilst aligning it with the wider McEwan’s range.
“McEwan’s Champion is one of the most popular premium bottled ales in the UK. By giving it a more contemporary design, the beer will have stronger presence on-shelf which we hope will encourage even more people to try it.”
Ahead of Christmas, the McEwan’s Beer Company’s national off-trade manager Richard Garden said ale had seen growth of 10% in Scotland last year.
