THIS WEEK: Caffrey’s chief quits for Coke

The man who launched Caffrey’s is quitting Bass Brewers in Burton-on Trent for Coca-Cola’s offices in Rio de Janeiro, Brazil, to become its marketing director.

The man who launched Caffrey’s is quitting Bass Brewers in Burton-on

Trent for Coca-Cola’s offices in Rio de Janeiro, Brazil, to become its

marketing director.

Steve Langan, ales director of Bass, resigned this week to take up his

new post with the soft drinks giant. Brazil is Coke’s third largest

market after the US and Mexico.

Langan has worked for Bass for three-and-a-half years, where he oversaw

the invention and launch of Caffrey’s, which is now a pounds 140m brand.

Its success caused brewers to bring out lookalike brands including

Greene King’s Wexford Irish Cream Ale, Carlsberg-Tetley’s Calder’s Cream

Ale and Scottish Courage’s Beamish Red. The total hybrid ale market now

accounts for around pounds 200m of the pounds 700m premium keg ale


Langan worked for Scottish & Newcastle Breweries, marketing its Beck’s

brand, before working for Bass. ‘It was time for a change and Coke

presented a fantastic opportunity,’ he said.

Coke in Brazil holds 53% of the soft drinks market. Pepsico is not a

major threat in the country, having unsuccessfully attempted a large

launch three years ago. Instead Coke faces competition from local

brewers with their own soft drinks brands.

Langan is the second senior marketer to leave Bass within a month.

Richard Ilsley, senior brand manager for premium lagers, left to join

Hero Soft Drinks as its marketing director (Marketing, October 24).

Both deny there is any connection between their departures and Bass’s

impending pounds 200m takeover of C-T. A report from the Office of Fair

Trading about the takeover is due in ten days.


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