A NEW version of a Burton brewery’s flagship ale will form part of a renewed effort to boost the appeal of the drink.
Marston’s, based in Shobnall Road, revealed to the Mail that it was launching a blonde-style variant of Pedigree with its New World Pale Ale.
The new drink comes at a time when the firm is launching a campaign based around ‘live a life of Pedigree’, in a new strategy to appeal to a wider audience.
Gaynor Green, marketing manager for Marston’s, said: “In securing a long-term future for the brand we are positioning Pedigree as a beer that has always been true to itself.
“It celebrates its roots as one of the truly iconic British beers brewed in the birthplace of pale ale – Burton.
“With the introduction of New World Pale Ale and our move to a predominantly online campaign, it is in recognition that a brand with history and heritage can still embrace change to keep moving forward with the drinkers, while retaining its essence.”
The new ale has a strength of 3.8 per cent and is described as a ‘golden beer brewed using a base of lightly kilned pale malt, with a new world twist of Australian Galaxy and Topaz hops to give the beer its signature character’.
A spokesman for Marston’s said: “With Pedigree’s heritage and Aussie personality it is the perfect blend of old world skills and new world tastes to give drinkers the best of both worlds.
“The theme for the new Pedigree campaign urges people to grow up, but never change – to retain the same values, friendships and moral code that they have lived by, in spite of the changing years.”
Support for the campaign will be evident through new glassware, beer mats, livery for the distribution fleet and promotions in pubs.
The news comes only months after the firm announced it had extended its deal with the England cricket team to become one of its longest-serving commercial partners.
The deal, which runs until 2017, will include the home Investec Ashes series in 2015.
Marston’s Pedigree and a number of its other brands are available at nine first-class county clubs, including five Test match grounds.