Scotland’s market-leading ale brand has announced it will be relaunching its invigorated McEwan’s Lager as part of the brands focus on the refresh of the McEwan’s portfolio.
Launching across the UK on-trade in May 2019, the new look McEwan’s Lager will be the first product for the brand to be rolled out nationally across the on-trade in response to a demand for a competitive value driven lager.
McEwan’s Lager forms part two of the wider McEwan’s re-brand and follows the success of new look Export, Champion and Headspace, which since the 2018 relaunch, have helped drive the brand family to return to growth at +19.4% vs LY MAT. Determined to continue with the success of the new look, the brand has re-invested in McEwan’s Lager giving it a premium lager look but to sit comfortably within the standard lager category.
Joanna Stickler, McEwan’s Brand Manager explained the focus of the new look: “There was a clear opportunity for a new lager to add depth and diversity to the category; competing not only in the Scottish market but also across the whole of the UK without compromising on quality and taste.”
“We knew we had the great product but it just needed bringing up to date. Keeping in line with the value that our customers expect, we have given it a new lease of life – with a premium look that doesn’t mean breaking the bank for our consumers.”
McEwan’s Lager has secured over 200 stockists following an early release into the Marston’s estate earlier this year and has plans to launch into can for the off-trade later in the year.