Magazine article Marketing

Brewing Up a Qualified Success

Magazine article Marketing

Brewing Up a Qualified Success

Article excerpt

The inception of Carlsberg-Tetley is a back-scratching marriage of convenience that looks, on paper, to have been made in heaven.

Manna from heaven, in fact, for Carlsberg, which had been tipped to leap into bed with Guinness or Scottish and Newcastle and was just beginning to look a bit bereft of hope. Carlsberg rejoices in cast-iron brand strength - fuelled by probably the most memorable ad campaign in the world - but patchy distribution through pubs.

Allied, meanwhile, inches closer to its coveted one-fifth volume share of the near-12bn pounds UK beer market with icing on the cake: the chance, however slim, that it can export brands like Tetley out through its new Carlsberg distribution network on the Continent.

But look beyond the paper and storms are already brewing. Allied concedes as much with its resolute "it's early days" response to queries about the deal. It is waiting to see what the Office of Fair Trading and Brusels has to say. And, significantly, it only informed its license partners - those on whose behalf it brews Castlemaine, Lowenbrau and Swan - about the deal on the very morning it told the outside world. What will they think of Allied tying the knot with a prime rival?

Of course both parties have bolstered their respective portfolios. …

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