Kentish brewer and pub company Shepherd Neame is releasing a limited edition bottle for its Spitfire ale to celebrate 2012.
The "Bottle of Britain", which is entitled Glorious 2012, will be available to both the on- and off-trade throughout the summer.
It will feature the motto "Keep Calm and Celebrate" and is designed to evoke country-wide pride during the Diamond Jubilee, Olympics and Paralympics.
Spitfire brand manager Kate Maclean said: "Having three huge events such as the Diamond Jubilee, London Olympics and Euro 2012 so close together presents a unique challenge to the trade: retailers need event-focused products which are appropriate for a broad range of opportunities. We expect these events to generate a widespread sense of national pride throughout the summer months, with consumers looking for products relating to the key events. Our limited edition Glorious 2012 redesign meets this challenge head-on."
The Spitfire Glorious 2012 bottle will be available for on- and off-trade sales from May. Spitfire will support on-trade sales with both online and offline marketing activity and POS materials for participating accounts.
By Neil Gerrard
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