Wells Bombardier English Premium Bitter officially takes ownership of St George's Day
Wells Bombardier English Premium Bitter, the Drink of England, affirms its
ownership of St George's Day through record sales both within the on and
off trade sector.
Wells Bombardier English Premium Bitter dominated promotions and activity
within the pub sector this year and as such the sales rose by 19% from last
This now shows a percentage growth of 216% since the start of the Wells
Bombardier St George's day campaign in 1997.
Combined with this growth, recent research with a Millward Brown Tracking
Study clearly demonstrates that Wells Bombardier is the beer most closely
associated with St George's day at 52% recognition. This research was
undertaken to evaluate the success of the brand campaign against our
competitors within the premium cask ale market place.
On top of this outstanding sales success, Wells Bombardier achieved a high
level of advertising awareness on the day through a focused media campaign
aimed entirely at the Bombardier target market of ABC1 men in the UK.
Wells Bombardier was the only brand to be demonstrating support for St
George's day. As well as dominating the pub environment through
promotional activity, Wells Bombardier dominated media awareness on St
George's day too.
Through a combination of mainstream national TV advertising on April 23rd
on Channel 4, ITV and Sky, press adverts in all national newspapers and a
comprehensive nation-wide poster campaign around major cities and key areas
of distribution, Wells Bombardier dominated media advertising space on
Nigel McNally, Sales & Marketing Director for Charles Wells Brewery
"St George's day 2005 has been an outstanding success for Wells Bombardier
English Premium Bitter and has seen us officially become the beer of St
We have achieved near total advertising saturation levels on April 23rd for
our target consumer and the drinkers of England have yet again demonstrated
that to them, the drink of choice for St George's day, has to be a pint of
Wells Bombardier - The Drink of England.
Wells Bombardier began this campaign back in 1997 when no other company or
brand had ever dreamed of looking at focusing time and energy into a
patriotic campaign which uses St George's day at it's heart.
Through sheer tenaciousness and hard work not only have we grown the sales
of Wells Bombardier to high levels, we have solely established a must
participate day on the pub calendar. St George's Day is now in the top 3
days of celebration for our pub industry. This is a remarkable achievement
over the course of 8 years, given back in 1997 the day was not even
recognised by the industry or the population of the country."
FOR FURTHER INFORMATION PLEASE CALL SARAH McGHIE
PR MANAGER ON 01234 279151.