Adnams to target gastropubs

by Julia Buchanan, Promotions & Incentives 02-May-08, 10:20

LONDON - Adnams' premium beer brand, Spindrift, is set to launch experiential activity across gastropubs to drive sales.

The month-long campaign, created by Blazinstar, will see "blonde" brand ambassadors visiting around 70 pubs. The "Spindrift crews" will be chosen to reflect the tall beer with its "blond" head, and on whether they reflect the premium message of the brand.

The ambassadors will also transmit interactive Spindrift brochures to customers using Bluetooth. These will use coastal themes to reflect the above-the-line creative for the brand, which uses imagery from the Suffolk town of Southwold, home of the Adnams brewery.

Activity will take place throughout May and will visit gastropubs in the target area of south-east England. Half-pint sampling will also be used to encourage sales among after-work drinkers.

Spindrift was launched in November 2006 as a modern speciality English beer. Adnams' marketing director Steve Curzon, who oversaw its development, departed in March.

In September 2006, Adnams teamed up with crips brand Kettle Chips to produce a beer-flavoured crisp. The Kettle Chips Mature Cheddar with Adnams' Broadside Beer was targeted at male customers.