CUB launches new Crown Golden Ale

Comment:

CUB has launched yet another a brand extension to its flagship Crown Lager, Crown Golden Ale.

It’s a curious move given the revamped brand has recently posted volume declines with writer James Atkinson revealing unprecedented negative feedback about the change.  Previous brand extensions, Crown Pilsner and Crown Gold, both failed to find a market, though both were launched prior to SABMiller acquiring the company.

Since taken the reins at CUB, SABMiller has brought an undoubted focus to the liquid it produces and, at least in my opinion, the Crown Lager product has benefitted greatly from its reinvention. However, the Crown Lager brand suffered greatly under the previous regime and has not recovered in the 12 months since it was reformulated as an all malt, kettle-hopped product. The release will likely serve as a distraction to the business in selling the lager, while further watering down the claimed tradition of the damaged brand further.

It is surprising that SABMiller has

…