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Wells & Young's McEwan's Red

Category - Beer, ale, 3.6% abv

Available - From this month in the on-trade, Morrisons, then and Tesco from July

Location - UK, focus on Scotland and Northern England

Price - SRP of GBP4.99 (US$7.60) per 4x44cl multipack; on-trade SRP of GBP3.25 per pint

Wells & Young's have launched what it claims is the “first chapter in the regeneration” of its McEwan's brand.

McEwan's Red is a Scottish beer aimed at the 30-35 male demographic, Wells & Young's said at its launch in Edinburgh, Scotland, today (17 April). Designed as an “everyday pint”, McEwan's Red will be backed by a TV and print advertising campaign.

The first TV spot will air nation-wide on May 25 with more promotional activity will follow, Wells & Young's said.

Chairman Paul Wells told just-drinks he wants the new beer to help McEwan's break through to English markets, while repositioning the brand with a younger generation.

This month, Wells & Young's partnered with US brewer Dogfish Head Brewery to launch DNA New World IPA.

Expert analysis

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