04/04/2008
Daniel Thwaites’ continuing drive to recruit new cask ale lovers has stepped up another gear, after the family brewer announced a major investment in one of its most admired brands.
The Northern Brewer has led from the front in the bid to enhance Cask Ale’s position in the UK drinks marketplace, and is now aiming to introduce its double winning Champion Beer of Britain to a new consumer with a fresh, attention grabbing identity.
The next few months will see the wraps come off Thwaites re-presentation of its famous Dark Mild, with consumers being able to buy the beer under its new ‘Nutty Black’ badging for the first time.
The heritage of Nutty Black will be conveyed through the Thwaites badge along with an eye catching CAMRA Champion Beer emblem on the new pump clip, ensuring potential drinkers identify the track record of the newly named classic.
The decision to represent Dark Mild was not taken lightly and included consultation with local CAMRA representatives and brands marketing manager Lee Williams believes it marks an exiting new stage for the popular drink.
He said: “We have seen customers respond very positively in the past to a name change but it has to be relevant and true to the brand otherwise the consumer sees right through it. Nutty Black does just that and perhaps without some of the baggage that has been associated with the term ‘Mild’, the brand can attract a new drinker."
“It’s like when we re-presented our Bitter as Thwaites Original, with new drinkers less likely to have any preconceptions about the drink from its name alone – we saw that move drive some real growth and we believe this will do the same.”
But despite going by a new name, Lee stressed that the liquid itself would remain completely unaltered in recipe, taste or strength.
He said: “Why would you tinker with a beer that has won Two Champion Beer of Britain Awards? This move is not about altering the drink in any way, it is about introducing it to a new consumer and giving it the exposure an award winner of its calibre deserves.”
That view was echoed by Ian Ward, CAMRA’s Area Organiser for Lancashire who believes the move highlights Thwaites on-going commitment to the cask ale sector. “Nutty Black is just what its name says, and it’s a beer that punches well above its weight. Thwaites are showing a continuing commitment to real ale and quality and are to be applauded for this strategy.”