Route 66

27 August, 2008
Page 16 
Brand owner Protégé International

Produced in Germany , USA

Size 33cl

Price E1.65 , E4.80 (on trade)

Abv 4.5

Markets Worldwide

Contact info@protege-international.com



Protégé International has a new look for its Route 66. It was unveiled at TFWA Asia Pacific in Singapore last month.

Route 66 has resonances beyond the highway from Chicago, Illinois, and the industrial east to Los Angeles and the rest of California.

A rock guitarist is featured on the new label echoing: (Get Your Kicks on) Route 66 , the rhythm and blues ballad first recorded by Nat King Cole that was made famous by The Rolling Stones and has been covered by many since then, including Depeche Mode.

Route 66 is a light Pilsner-style lager that is available in selected markets including the UK on-trade and Ireland, where it is stocked by 57 branches of Tesco supermarket.

Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the company’s Danish origins.

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