John Smith's: A Widget We Have Got

Describes the launch of a new variant of John Smith's Bitter: Draught In Can, an off-trade version of the on-trade draught bitter.
Agency: BMP DDB NeedhamAuthors: Dean Webb and Richard Butterworth

John Smith: A Widget We Have Got

INTRODUCTION

John Smith's Bitter, owned by Courage Ltd, has been brewed in Tadcaster, Yorkshire since 1758. The brand has had an illustrious career, and is popular with bitter drinkers nationwide. Until October 1993 the brand was available in draught form in pubs (the 'on-trade'), and in cans for the take-home market (the 'off-trade'). This case study will follow the launch of John Smith's Draught In Can – an off-trade variant that more closely resembles the on-trade product in terms of quality...

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