 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. 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. Sales of the beer doubled in 1981 owing to the increase in free trade outlets in the South stocking the beer. By 1982 it was the highest selling Courage brand and the highest selling canned bitter in the United Kingdom.
