McEwan’s Red is described as a “smooth and refreshing” pint that delivers a “depth of flavour that is still sessionable”; it’s pitched at 30 to 50 year old men.
The launch of the new ale is being backed by branded glassware and point of sale material in the on-trade. Wells & Young’s has also produced a guide to the ‘two-part pour’ for bar staff.
McEwan’s Red will be launched in 440ml cans in the off-trade from May.
Wells & Young’s, which acquired McEwan’s from Heineken in 2011, said the new ale is the first step in a two-pronged strategy to refresh the existing McEwan’s range to appeal to its loyal consumer base while introducing new variants to attract younger ale drinkers.
“McEwan’s is embedded into the culture of Scotland and we intend to satisfy the consumers who already love the brand with new variants while also introducing it to a new generation of ale drinkers,” said Paul Wells, chairman of Charles Wells, the parent company of Wells & Young’s.
“Red is the right brand at the right time to kick-start this process.”