WELLS & Young’s has launched a new McEwan’s golden ale – its first innovation on the brand since acquiring it from Heineken last October.
It comes in response to the growth of the golden cask ale market, which, according to CGA, was up almost 19% in volume terms for the three months to March 17 compared to the same period last year.
David Revell, commercial director at Wells & Young’s, said the new products should appeal to younger customers looking to venture into the premium ale category.
He added that “there is potential to launch McEwan’s Gold as a permanent line and we will keep a close eye on demand”.
Image: McEwan’s gold is pitched at a younger target audience.