Market research
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).
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