Lion has launched new packaging for James Squire The Constable Copper Ale that proudly displays it is a mid-strength beer.
Launched in 2013, The Constable is pitched as “a full flavoured traditional English-Style Pale Ale that happens to be mid-strength”.
A Lion spokesperson told Australian Brews News there were two reasons behind the recent decision to call out its ABV more prominently on the packaging.
“Firstly, a small number of James Squire drinkers were buying and enjoying the Constable for its full flavour only to realise after a period it was mid-strength, feeling misled once discovering its less than full-strength status!” the spokesperson said.
“Secondly, mid-strength as a category is a big opportunity in the Australian marketplace with the consumer seeking a more balanced lifestyle.
“With the Australian palate warming up to Pale Ales there was an opportunity to more overtly call out The Constable’s mid-strength full flavour craft feature, and to open up our range to more people.”
To reinforce the message, the new-look Constable will be supported by point-of-sale displays asking drinkers, “Did you know I’m mid-strength?”.
The Pioneer Kale Ale
Also today, James Squire fooled numerous Facebook users with the April 1 announcement of its latest innovation: The Pioneer Kale Ale.
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