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
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.