Fullers tackles the on-trade with Front Row

Fuller’s has launched a new rugby-themed seasonal ale called Front Row for UK pub-going sports fans. The 3.7% abv beer is available in selected Fuller’s pubs, where it’s supported by posters and strut cards.

Anyone who buys a pint of Front Row will also be able to enter a text-to-win competition for merchandise from Phil Vickery’s Raging Bull brand.

The new beer joins Gales’ Swing Low on the London brewer’s seasonal beer list.

Meanwhile Molson Coors has unveiled a cask ale range for the on-trade.

The line-up includes 16 guest ales comprising Worthington’s seasonal brands – Spring Shield, Summer Shield, Autumn Shield and Winter Shield – as well as Mitchells & Butlers’ flavoured ales; Stones’ “sports-led occasion” ales and Hancock’s “humorous” ales.  

The ales will be available for the following periods:
•    Stones Nice Try & M&B Blueberry: now until 26 March
•    Stones Hedge Hunter & Worthington’s Spring Shield: 17 March to 16 April
•    Hancock’s Lamb Chop: 14 April to 21 May
•    M&B Strawberry & Stones Back Hander: 19 May to 25 June
•    Worthington’s Summer Shield & Stones In the Bunker: 23 June to 23 July
•    Hancock’s Lawn Mower: 21 July to 20 August
•    Hancock’s Penned In & M&B Plum: 18 August to 24 September
•    Worthington’s Autumn Shield & Hancock’s Counting Sheep: 22 September to 22 October
•    M&B Chocolate Orange & Worthington’s Winter Shield: 20 October to 31 December

Patrick Schmitt, 08.02.2011