Sharp’s Brewery, proud brewers of Doom Bar, the UK’s best-selling cask and bottled ale, has launched a new Doom Bar ‘fridge pack’ across the UK off-trade, to tap into growing demand for convenient multipack formats[1].
The ‘fridge packs’, which include 10x440ml cans of Doom Bar, have been rolled out in stores across the UK this month. The cans are encased in a recyclable cardboard sleeve, and include an easy to carry handle and quick tear-open fold, giving consumers a new, convenient way to enjoy the UK’s no.1 premium bottled ale[2].
The format caters to the growing demand for products that help shoppers save time and effort during their shop, and taps into the growing consumer trend towards fewer, but bigger grocery shops[3].
James Nicholls, Sharp’s Brewery’s marketing controller, said: “With changing shopper behaviour, consumers are looking for trusted brands that offer larger pack formats at great value, making it easier for them to be stocked up for longer.
“We’re delighted to welcome another addition to the Doom Bar family, providing convenience as well as the usual great quality beer for Doom Bar fans across the country.”
ENDS
About Molson Coors
For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have six breweries, with our UK home in the renowned brewing town, Burton-upon-Trent, and a nearly 300-year-old cider press in Suffolk.
Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK & Ireland includes Pravha, Staropramen, Blue Moon, Offshore, Franciscan Well Chieftain IPA and Archway Lager, Rekorderlig, Aspall Cyder and Pip & Wild, alongside popular favourites Coors Light, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar. Bodega Bay is Molson Coors’ first move into the hard seltzer category, and has 1 unit of alcohol per can.
Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our Beer Print and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors
[1] Global Data’s 2019 Q3 global consumer survey
[2] Neilson’s off trade sales (volume & value) – MAT to 26th Dec 2020
[3] Kantar, FMCG Panel, 4we 19th April 2020
Press release from Citypress on behalf of Molson Coors
Contact: Sam.Wardell@citypress.co.uk