Bateman bottled beers enjoy enormous success

April 20, 2007: Batemans saw sales of its bottled beer range increase by 24% during 2006 and is on track to see a similar percentage increase during 2007.

The success of the range is attributed to a number of reasons, including a new livery, raising the profile with consumers through a joint initiative with Marks and Spencer, and the launch of a new seasonal ale brand — Autumn Fall.

The introduction of Autumn Fall led to new listings and completes Batemans’ seasonal bottled beer range, which also includes Spring Breeze, Summer Swallow and Rosey Nosey.

Rosey Nosey, the brewer’s festive beer, has doubled year-on-year with sales through most retailers, making it the most popular Christmas beer in its category, says Batemans. The core range includes Combined Harvest, XXXB (Triple XB) Dark Lord and Victory Ale, contributing to an eight-strong line-up that is entirely vegetarian and vegan approved.

The re-branding of the range last year also involved bottling the lighter beers — Spring Breeze, Summer Swallow and Combined Harvest — in clear glass and a complete re-design of the labels. Other elements encompass the inclusion of Batemans' ‘Good Honest Ales’ logo and details of its independence since 1874 embossed on all bottles, as well as the listing of numerous awards won by individual beers on neck labels.

Batemans XXXB (Triple XB) was introduced to many new consumers last year through its inclusion in Marks and Spencers Cook! Beef Pie range, with the brewer’s flagship ale incorporated in its sauce. Branding is carried on-pack and the pie proved an instant success.

Recognition also came for XXXB (Triple XB) within the trade as it picked up the gold medal in the premium ale category of the British Bottled Beer Institute awards — the fifth gold medal awarded to Batemans for its bottled beers, as well as a silver at the Europea Flexographic Technical Association for the new XXXB (Triple XB) label.

Stuart Bateman, managing director of Batemans, said: "“In a highly competitive market we are delighted with the 24% increase in sales through major multiples. These positive figures are a credit to the Batemans team, both in the off-trade and at the brewery, and I’m delighted to see that the growth is continuing in the right direction — it demonstrates that consumers are remaining loyal to beers they enjoy and long may it continue."