Marketing

Franciscan Well launches Archway Lager

Franciscan Well has launched Archway Lager.

Born out of “deep consumer-centric insights combined with the changing tastes and demands of the Irish drinker, Archway Lager is for lovers of great beer moments together”. At 4% ABV it’s “an expert blend of three hops and four malts and has been skilfully crafted to deliver an accessible lager that’s exceptional in both substance and flavour”.

Crafted at the award-winning Franciscan Well brewery in Cork, Archway Lager has a clear golden body, early hop aroma, light pear and malt sweetness, beautifully balanced, accessible and distinctive, making Archway immediately satisfying from the first sip, stated Franciscan Well’s Brand Manager Seamus Harahan of the launch.

“Archway Lager is a uniquely designed beer,” he said, “We listened to our customers and became distinctly aware of changing tastes and demands of the Irish drinker. In Archway Lager we’ve matched this listening with our love of exceptional lager.

“Archways have long represented a strong sense of place that are both welcoming and inviting and this is exactly how we want Archway to be enjoyed – with the people who count in those moments that matter.”

Shane Long, Franciscan Well Founder, added, “As we celebrate 20 years of Franciscan Well, it’s a perfect moment not just to reflect on our past but to create our future. Archway is a product of us looking to that future”.

The name derives from the archway that’s already part of Franciscan Well’s brand and story.

Archway is now available on draught in Dublin and Cork and will be rolled out nationally over the coming weeks. 330ml cans of Archway are being launched in supermarkets and off-licences throughout the country.

Archway Lager’s launch will be supported by a major marketing campaign comprising out-of-home, digital, PR and experiential. To celebrate the launch Franciscan Well will be rolling out a series of unique consumer experiences throughout the Summer and the rest of 2018.

 

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