Wolverhampton & Dudley Breweries has introduced its first nitrokeg beer, as it attempts to move into the "smooth" ale sector. Wolves said the launch would be the first of several new products in 2004. The company launched Marston's FC, or Finest Creamy, with more than £1m in the coffers to position the new product against John Smith's and Boddington's in the on-trade nitrokeg market. The roll out is under way and will be supported by in-pub promotions and a £500,000-plus TV advertising campaign in spring. Peter Jackson, WDB Brands' marketing director, said: "For all the work we do with cask and premium cask, we realised that nitrokeg is a way into the ale market for many drinkers and represents an easier step in terms of taste. "The nitrokeg market is undoubtedly the biggest sector in ale and while there are some strong brands we believe we can deliver something extra for licensees and consumers with a brand." Mike Benner, of the Campaign for Real Ale, said he was surprised by the decision. "It's fair to say that nitrokeg has had its time and some of the leading brands of the mid-1990s are now suffering as attention turns back to real ale," he said.

Topics