New-look Constable: Click to display larger image

Lion has launched new packaging for James Squire The Constable Copper Ale that proudly displays it is a mid-strength beer.

Launched in 2013, The Constable is pitched as “a full flavoured traditional English-Style Pale Ale that happens to be mid-strength”.

A Lion spokesperson told Australian Brews Newsthere were two reasons behind the recent decision to call out its ABV more prominently on the packaging.

“Firstly, a small number of James Squire drinkers were buying and enjoying the Constable for its full flavour only to realise after a period it was mid-strength, feeling misled once discovering its less than full-strength status!” the spokesperson said.

“Secondly, mid-strength as a category is a big opportunity in the Australian marketplace with the consumer seeking a more balanced lifestyle.

The Pioneer Kale Ale

“With the Australian palate warming up to Pale Ales there was an opportunity to more overtly call out The Constable’s mid-strength full flavour craft feature, and to open up our range to more people.”

To reinforce the message, the new-look Constable will be supported by point-of-sale displays asking drinkers, “Did you know I’m mid-strength?”.

The PioneerKale Ale
Also today, James Squire fooled numerousFacebook userswith the April 1announcement of its latest innovation: The Pioneer Kale Ale.

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James Squire 150 Lashes growth ‘scary’

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