Wells & Young’s to unveil McEwan’s ale investment
The Bedford-based company – which also owns Bombardier, Courage and Waggle Dance – took over the world-wide rights to McEwan’s and Younger’s labels, which were once part of Scottish & Newcastle’s (S&N’s) empire before it was split up by the Dutch brewer and Danish peer Carlsberg in 2008.
McEwan’s Export – which is brewed in Edinburgh at Heineken’s Caledonian Brewery on Slateford Road – is Scotland’s best-selling ale, according to figures from market research firm Nielson, with its No1 Champion Ale taking seventh spot. Other beers in its range include 60, 70 and 80 shillings.
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Hide AdThe 2011 deal also saw Wells & Young’s purchasing the remaining 17 per cent stake in Courage from Heineken, having bought its initial holding from Scottish & Newcastle in 2007.
Previous investments by Wells & Young’s have included a £4 million television advertising campaign for its Wells Bombardier brand, which starred actor and comedian Rik Mayall.
The company also pumped £2m into a marketing drive for its Courage Best Bitter product and sponsorship deals with the Exeter Chiefs and Plymouth Pirates rugby union clubs.
The firm – which was created in 2000 through the merger of Charles Wells and Young & Co – also imports Spanish lager Estrella Damm and markets German wheat beer Erdinger Weissbier and Japanese tipple Kirin Ichiban in the UK.