ESB re-branding pays off

January 25, 2005: Sales of Fuller's ESB have risen sharply since its autumn relaunch, the brewer says.

The marketing has been supported by heavy press advertising and promotions such as a special ESB glass.

"In the period from relaunch to Christmas, sales of cask ESB increased by 20 per cent and bottle sales are showing excellent growth too," said Fuller's brands marketing manager David Spencer.

"This is a very encouraging start that we are sure we'll sustain in 2005."

The firm's Organic Honey Dew has also been re-badged and has seen its bottled sales grow by 39 per cent in the last year.