Monteith's to launch beer with a punch

By Duncan Bridgeman

Friday 28th June 2002

Monteith's Brewing Company has launched a new German-style beer for winter that packs a massive punch at 7% alcohol.

The new brand, Doppelbock, was originally brewed in Bavaria in the 1600s to provide nourishment during the traditional German fasting period. It was affectionately nicknamed "Liquid Bread."

The beer was deliberately brewed to exceed what had previously been the strongest type of beer - Bock.

DB Breweries national marketing manager Mark Jenner said while the company would continue to concentrate on marketing its core brands such as DB and Heineken, the Monteith's labels were an important niche product.

The winter brew complemented the other Monteith's labels, which had grown in popularity over the past couple of years, he said.

Monteith's brand manager Lisa Dymand said the Doppelbock beer was a mixture of traditional German Munich-malts with a double pilsener and dark malt flavour.

Meanwhile, the clock is ticking for advertising agency M&C Saatchi as it counts down to the July 10 deadline for its Tui pitch.

Mr Jenner said the brand was there for M&C to lose rather than to win after previous incumbent agency Young & Rubicam pulled out of a repitch two weeks ago. He said the fallout with Y&R had nothing to do with the work the agency had done but was a case of DB wanting a full-service agency so the company could move ahead on a "level playing field."

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