An aggressive £4m marketing campaign has been planned by Bass to coincide with the launch of Caffrey's with its new 4.2% ABV.

Bass, which launched Caffrey's in the UK seven years ago has responded to research carried out by the company, which it claims consumers said they often found that the product was too strong in alcohol and expected it to be around the strength of Guinness (4.1% ABV).

"Our extensive consumer research has revealed that drinkers find Caffrey's so smooth and drinkable that they are surprised by its strength. Thanks to the expertise of our brewing technologists, we've developed new, easier drinking Caffrey's at 4.2%," said managing Director of Bass Take Home, John Holberry.

The new 4.2% ABV Caffrey's will be available in the UK from May 21.