Magazine article Marketing

Bass Plans Worldwide Gaff reVs Push

Magazine article Marketing

Bass Plans Worldwide Gaff reVs Push

Article excerpt

Bass Beers Worldwide is to begin an aggressive global marketing programme for Caffrey's ale, after deciding the brand could achieve more international success.

The campaign, which will dude poster and press advertising and on-trade promotions, will aim to create a consistent worldwide image for Caffrey's for the first time.

Bass plans to introduce Caffrey's into new markets such as Germany and Belgium, as well as strengthening its position in the US and Australia, where it has already launched but is backed with minimal marketing spend.

The company has charged Roose & Partners, its UK agency since last April, to develop an international marketing campaign for Caffrey's across ten countries.

While the brand is no longer promoted as an Irish beer in the UK,the new international work will focus on the Celtic theme. Caffrey's launched in the UK as an Irish ale, but was repositioned last year as a premium beer to compete more directly with lagers. …

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