Magazine article Marketing

S&N Brings US Coors Extra Gold Lager to the UK

Magazine article Marketing

S&N Brings US Coors Extra Gold Lager to the UK

Article excerpt

The UK's sixth biggest brewer Scottish and Newcastle (S&N) will introduce a new US premium lager, Coors Extra Gold, next year.

Extra Gold will be jostling against established brands like Stella Artois, Miller Pilsner and Kronenburg 1664 in what is an increasingly crowded but still lucrative sector.

The move follows the completion of a licensing agreement this week with Coors -- the third largest brewer in the US -- which allows S&N to brew Extra Gold in the UK.

The brand is likely to join S&N's McEwan's, Kestrel and Beck's brands in pubs and off-licences in the second half of 1992. The company is refusing to release an exact date for the launch.

It has confimed that a joint venture marketing company, Coors UK, is being set up in Edinburgh. Burkitt Weinreich Bryant has been appointed to handle the launch.

Although S&N's corporate line is not to comment on details, inside sources anticipate that it will be backed with a heavy advertising spend similar to other US beer launches like Miller. …

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