By Andrew Starke
The Foster’s Group is in the process of finalising a marketing campaign that will see the third vintage of Crown Ambassador Reserve targeting premium retailers, restaurants and bars in early June.
The third vintage of the super-premium Crown Ambassador Reserve will arrive in August this year.
While details remain sketchy for now, a spokesperson for Crown told TheShout that the CUB team is currently putting the finishing touches on a trade strategy for the 2010 vintage.
Following its successful launch in 2008, Crown Ambassador Reserve 2009 was launched last year with only 6000 individually numbered bottles publicly released.
This year’s vintage is expected to consist of 7000 individually numbered 750ml (six standard drinks) bottles likely to sell for well over $100 on-premise.
RRP will be $89.99 per 750 ml bottle.
However, unlike past years, this year's launch will be accompanied by a concerted push into the on-premise trade to raise the brand's profile.
Previous vintages have been known to change hands on eBay for well over $200.
Crown Ambassador Reserve is a full-bodied, rich lager-style beer that boasted an ABV of 9.2 percent in 2008, with 2009 and 2010 vintages at a hefty 10.2 percent ABV.
With only 5,000 bottles produced in 2008, Crown Ambassador Reserve has been positioned from the start as the perfect beer for celebrating special occasions.