Brains Black, the latest addition to S.A Brain and Co Ltd’s ale portfolio, is reporting early success. The finest Welsh stout was launched on St David’s Day and is already performing ahead of expectations.
The beer is currently on trial in around 50 pubs throughout Wales but Brains is targeting a further 50 pubs before the end of the year. Demand is such that the brewer will also be launching Brains Black in a can exclusively in Tesco from August. The product will be available in both a 4 pack and 10 can multi-pack.
Richard Davies, Sales and Marketing Director at Brains explains: “Research told us that Welsh consumers want to consume Welsh products. Coupled with that, among beer drinkers we found there to be a real passion for an alternative stout. That gave us the confidence to develop a Brains branded stout brewed in Wales. Our confidence in the product has paid off and it’s been extremely very well received. It’s growing faster than we expected and we hope to see that trend continue.”
“The brand is brewed to deliver the same taste experience you’d expect from a classic stout but is designed to appeal more to Welsh drinkers because of its provenance, which is easily identifiable by the presence of the unique Celtic cross design.”
The Crwys in the Cathays area of Cardiff is one of the 50 pubs taking part in the trial. The pub’s managers, Dave and Mary were born and bred in Ireland and are seasoned stout drinkers. They said: “It is so similar in taste to the beer we know so well that even we struggle to tell the difference. It’s gone down equally well with our stout drinkers too, who like the fact that it’s brewed a few miles away, and that it’s cheaper!
“It sits on the same bar as the market leader but we’re finding that customers who were initially curious about the new product are now sticking with Brains Black.”
