B&F launches New Yorker

Barry & Fitzwilliam has been appointed Irish distributor for New Yorker Lager by D&P Europe.

New Yorker is a new beer with attitude says B&F’s Managing Director Michael Barry.

The first shipment, now in Ireland, marks a new chapter in the PPL market, said Michael Barry, adding that it’ll be a strong challenger to existing brands already well-established in the marketplace.

“Customers are looking to a new, aspirational product to reignite excitement in the category,” he said, “I’m confident, with the experience of the team behind it, New Yorker is that brand. I think the brand essence and proposition of New Yorker will appeal well to a young, affluent and adventurous market.”

4.2% ABV New Yorker Fine Lager Beer is light though full of flavour and has a pale, golden colour.

“Its classic and stylish packaging really stands out from the crowd – a brand which today’s beer drinkers of all ages will readily identify with,” he added.

The brand will be given a comprehensive support programme including trade marketing, brand marketing, radio advertising, social media, product placement, PR and POS.

New Yorker will also gain visibility from high-profile events as well as tailor-made promotional activity and major brand promotions.

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Established for 35 years now B&F is Ireland’s largest independent premium drinks distributor.

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