SANTA PREFERS ALE

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It's Official, Santa Prefers Ale to Sherry

December 2002 (Newstream) -- Santa is hoping to find a pint of ale on the hearth - instead of a glass of sherry.

According to a National Opinion Pole survey, commissioned by Marston's Pedigree, tradition has given way to a new generation of 'Santa's', who prefer ale to sherry.

Nearly 40% of men over thirty said that if they stepped into Santa's boots they would much prefer ale to sherry, which only scored 17%. Figures indicated that ale was even more popular for Santa's in the Midlands, which scored a winning 36% over 28% for the North and 28% for the South.

Pedigree Head Brewer Steve Brooks said: "A good, hearty ale is the natural choice for festive consumption, and Pedigree, with its distinctive red packaging, is a particularly fitting drink for Christmas (and the other 364 days of the year!)."

Ian Pollit, W&DB's Director of Take Home Trade, said: "Marston's Pedigree commissioned the survey after enjoying high 'take home' sales, which have currently gone through the roof with Pedigree moving up to third position on the bottled ale chart." With a twinkle in his eye, Ian added: "We hope that Pedigree will continue to benefit from Santa's new demand for ale - personally I can't imagine anything better than waking up on Christmas Day to find a bottle of Pedigree in my stocking!"

Marston's Pedigree launched their £1 million 'Uncompromising' campaign on December 9 2002, which included posters sites, bus sides, radio and national and regional press. The 'Uncompromising' message reaffirms Marston's unswerving attitude to brewing ale in wood and commitment to 170 years of brewing history.

For more information log on to www.uncompromising.co.uk