C&C Gleeson Launch New Lager
Published on Jul 31 2014 7:29 AM in Drinks
C&C Gleeson have launched Clonmel 1650, a brand new draught lager from Tipperary.
Clonmel 1650 is a fresh, Pilsner-style lager and at 4.3 per cent ABV, is well-balanced, medium-bodied and delivers the key attributes expected from a Pilsner, but with a particularly memorable taste, which hovers between slightly fruity, estery and subtly hoppy.
According to Sarah Shimmons, beer marketing manager for C&C Gleeson, it’s that unique taste, together with its Irishness, that’s set to make this new beer a best-seller. “This is the latest product innovation from C&C Gleeson, the company behind brands such as Bulmers and Tennent’s and comes with a fine pedigree, offering consumers a unique taste of local heritage,” said Shimmons. “Currently the Irish beer market is dominated by foreign beers, so we see a great opportunity for a new Irish beer to make its mark in this sector. In fact, it’s long overdue and our view is that Clonmel 1650 will be enjoyed by consumers who appreciate authenticity and quite simply, a great pint in their local.” The long alcohol drinks (LAD) market has returned to growth in Ireland and draught lager accounts for 4 in every 10 pints of LAD consumed in Irish pubs, with draught growing faster than the overall market at 7 per cent in the last 12 months, according to data compiled by Nielsen. Shimmons added, “The buoyancy of the market affirms our confidence in the timing of this much-anticipated launch and the response to date for our new beer has been hugely enthusiastic.” The lager is being rolled out across the on-trade in Ireland with a full complement of support activity spanning outdoor and digital advertising, bar staff incentives and sampling. Clonmel 1650 was unveiled at a celebratory launch event in Dublin at which hundreds of guests got to enjoy the new lager for the first time, whilst enjoying another, but longer- established Irish great, Damien Dempsey, who performed at The Church on Mary Street for the unveiling. The name of the new lager demonstrates the strong ties that the C&C Gleeson business has to the town of Clonmel, which is where the company was first started almost 80 years ago and where its flagship product, Bulmers, is still brewed.