Whitbread plans patriotic lager
Company calls GB the only definitively British lager
Apr 4, 2000 - Whitbread is launching a new lager, designed to appeal to the patriotism of young British drinkers.
The company is calling GB, which heads to test markets next month, the only definitively British lager in the market. Its parochial nature will be endorsed by a logo modeled on the GB car sticker and the bathroom-style taps from which it will be poured. GB is entering a market dominated by Australian, French and German lagers.
GB will be brewed using British wheat, hops and malt, "giving the lager a distinctive, rounded taste and flavour." Sophie Spence, Whitbread's development brands director, said: "There has been a move towards popular nationalism and people feeling good about the UK. We were looking for an idea which appealed to lager drinkers between 18 and 24."
By giving GB a strength of 4.4 per cent, Whitbread claims to be filling a gap in the market between strong lagers such as Stella Artois and Kronenbourg and weaker ones like Heineken and Carling.
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