Magazine article Marketing

Skol 1080 out to Clean Up Strong Lager Sector

Magazine article Marketing

Skol 1080 out to Clean Up Strong Lager Sector

Article excerpt

Skol 1080 out to clean up strong lager sector

Allied-Lyons is to relaunch its super-strength lager Skol 1080 in what looks like a new attempt by the beer industry to rid high-gravity brews of their "wino" reputation.

It comes as part of a complete overhaul of brands within subsidiary Allied Beer Brands' portfolio which will see yet another about-turn in strategy for the UK's fifth biggest lager Skol.

The "Skolars" campaign, resurrected in 1989, is to be dropped again for a completely new series of ads breaking later in the year.

A spokesman will only confirm a new can design for Skol 1080, but new product work is shortly to be unveiled for the brand overall.

Sources close to the 1080 project say Allied wants to challenge head-on the sector's current market positioning as a product to get "tanked-up" on.

"At the moment the marketing is all about strength," says one. "There are no quality or connoisseurship cues."

Advertising agency Leagas Shafron, which won the Skol and Lowenbrau business last year, says Allied has had its portfolio under review for a year. …

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