She says no ad agency has been assigned to the brand. The test launch is supported at the point of sale and with a link with radio station Kiss FM and two major clubs, the Hacienda in Manchester and the Satellite in London. Allied Domecq pioneered the U.K. market for singe service, pre-mixed spirits with the launch of Mixed Doubles in the 1980s.
Allied Domecq also announced on Monday the biggest launch at its U.K. beer subsidiary Carlsberg-Tetley since the launch 10 years ago of XXXX. The new Calder's Cream Ale is a hybrid ale that combines the creaminess of a stout, the smoothness of a bitter and the refreshment of a lager, says Carlsberg-Tetley Research and Development Director Tom Wright.
The brand will be supported in October by a $6 million TV campaign from Saatchi & Saatchi.
This type of premium ale was pioneered in 1994 by Bass with its Caffreys draft ale. Guinness launched a creamy red ale called Kilkenny in Germany in 1987 and the brand is now sold in more than 30 countries.