Wells goes mini in ale innovation

Wells Bombardier has launched a 12 - bottle

pack of 27.5cl bottles, claiming to be the first beer brand to launch a multi-pack of smaller bottled ales.

The 12-pack also showcases the new Bombardier advertising that celebrates positive Englishness, featuring iconic English figures including Kenneth Williams dressed as Sherlock Holmes, and Winston Churchill in a Sergeant Pepper uniform.

Chris Lewis, marketing director for brewer Wells

& Young's, said: "Once again, Wells

& Young's is leading the category.

"Our extensive research shows that, at home, consumers look for smaller volume drinks which the 27.5cl bottle provides.

"The good news for retailers is that this 12-bottle Bombardier pack provides the opportunity for incremental margin as it provides extra profits in the ale category."

The Bedford brewer

says

the multi pack, priced at £10, will open up the premium bottled ale market to new consumers and won't cannibalise existing product formats.