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After successful test marketing from 1974, John Smith's Bitter was distributed in the South of England from 1979 onwards, accompanied by an extensive marketing budget. [41] [42] As research by Courage indicated that Southern drinkers considered Yorkshire bitter to be superior, the beer was sold there under the name John Smith's Yorkshire Bitter ...
In 1993, Yorkshire Bitter was reduced from 3.8 per cent to 3.5 per cent ABV in order to save money on duty. [82] When Scottish & Newcastle acquired the John Smith's and Webster's bitter brands as part of their takeover of Courage in 1995, the lower selling Webster's brands were deprioritised, and virtually all marketing support ceased. [83]
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Smith's timing proved fortuitous; pale ales were displacing porter as the public's most popular style of beer, and Tadcaster's hard water proved to be well-suited for brewing the new style. [4] The prosperity of the 1850s and 1860s, together with the arrival of the railways, realised greater opportunities for brewers, and by 1861 Smith employed ...
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By 1996, sales of Tetley Bitter were overtaken by sales of John Smith's, and the product has retained the number two ale position ever since. [15] This is largely attributed to Tetley's ineffective marketing campaigns. [12] In 1998 Tetley's was fully taken over by Carlsberg. In 2004 Tetley was dropped from the Carlsberg-Tetley name. [16]
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