Chill out with Discovery

April 15, 2007: Fuller’s is tightening up on the serving temperature of blonde beer Discovery, which from now on will only be served through a cooler, at a temperature of between eight and 10 degrees Celsius.

The brand will look different on the bar, too, with a new white-handled font and the word chilled added to the pump clip. As an extra reminder for customers at eye-level, the pump handle features the words 'Delicious Chilled Blonde Beer'.

Fuller's brands marketing manager, David Spencer, said: "Discovery has performed very well for us, but it is clearly most popular where it is served at a lower temperature. With this in mind, we have decided to only sell the beer in venues that have the ability and equipment to serve the beer between eight and 10 degrees.

"Discovery is fulfilling a useful role as a bridge from lager to real ale, and the lower temperature aids this process. By using the white pump handle, and customer cues through the use of the word 'chilled', we feel that this will help attract drinkers who are looking for a refreshing golden drink, with a high taste delivery."

In addition to the new look, Discovery will also benefit from a range of promotions during the coming year. These will include a polo shirt collector scheme in April and May and an extensive summer sampling programme.