Control of all Heineken marketing, sales and distribution within the UK will revert to the Netherlands-headquartered brewer with the expiry early next year of its contract with Whitbread.

In addition to the expected back office upheaval, the brewer plans to ditch the two brands currently available in the UK – Heineken Export and Heineken Cold Filtered – in favour of Heineken Premium beer, which contains five per cent alcohol.

The brewer recently parted from its long-standing UK agency Lowe & Partners Worldwide which resigned the £10 million ($15.26m; €15.64m) account in June. The business was promptly scooped by London independent shop Clemmow Hornby Inge which is expected to handle the new beer’s launch.

A non-executive director of Clemmow is none other than Peter Mandeleson, aesthete, New Labour eminence gris, confidante to Prime Minister Blair and, in his spare time, member of parliament for the blue-collar constituency of Hartlepool.

Data sourced from: BrandRepublic (UK); additional content by WARC staff