Lager drinkers discover Fuller's new brew

Going down well: Fuller's Discovery (3.9%)

July 4, 2005: Fuller's has said it is delighted with the success of its new Discovery brand, which is even starting to convert lager drinkers.

John Roberts, Fuller's beer and brands director, said: "Our aim was to produce a beer that was appealing to people who drink lager as well as those who already drink cask ale, and the indications are that we have succeeded."

David Spencer, Fuller's brands marketing manager, said: "However remarkable the results have been, Discovery's popularity to date has not taken us totally by surprise. It is a great beer, with just the right combination of thirst-quenching refreshment and delicious flavour - whether it's served chilled or at cellar temperature.

"Interest has been fuelled by a great range of marketing activity, including point of sale material, competitions and smart branded pint and half-pint glasses. Discovery has also been the subject of consumer press advertising, radio advertising and a highly successful pint giveaway in the London Evening Standard.

"We will continue this activity throughout the autumn, to make sure Discovery continues its encouraging growth."