UK: Carlsberg is investing £11 million into Tetley’s ale

Carlsberg UK is injecting more than £11m in its Tetley's ale brand over the next year, according to industry sources, Datamonitor published on July 28. The brewer is to begin a series of promotions and advertising for its Tetley's brand, which currently carries the logo: "Smoothly does it".

Hospitality industry magazine The Publican said that, prior to embarking on GBP5 million worth of TV advertising, Carlsberg has created new design fonts for both Tetley's Smoothflow and Tetley's Cask.

The 3D Smoothflow font has apparently been designed to communicate smoothness and increase visibility on the bar.

For the benefit of bar staff, tasting notes will appear on the back of the new Tetley's Cask badge.

The Publican report says Carlsberg wishes to ensure the high quality of the product, having teamed up with beer quality watchdog Cask Marque to audit 1,000 stockists of Tetley's Cask in the Yorkshire region.