behind the Brew Issue 3

“We’re encouraging consumers to visit their local great British pub over
the festive period to enjoy an evening with friends, whilst rewarding
the driver for getting them home safe at the end of the night. ”
Supporting our customers during this busy time
There’s no denying that it’s been a challenging year for pubs with
lockdown at the beginning of 2021 and various supply issues
throughout the year. So, to help them get the most out of the festive
period we’re supporting them with initiatives to help drive more people
to the pub, whilst complementing their in-outlet experience and
spreading some Christmas Cheer!
Also, in Young’s outlets we’ll be offering Birra Moretti blankets to
consumers when taking advantage of outdoor areas. There will also
be competitions to win free Birra Moretti gilets. In addition, a range of
goodies will also be on offer to help keep pub staff happy and warm
when serving outdoor drinkers over the colder months.
Designated Driver? Have a drink on us!
Our key campaign for the season revolves around the hero in any
group, the ‘Designated Driver’. Drivers can get a free Heineken 0.0 or
Coke Zero throughout December across the on trade and in Star Pubs
& Bars outlets.
Keeping it social
Working with Lisini Group, we’ll be running a digital campaign that
targets new consumers, offering them a free pint when they visit a
participating pub. To maximise this campaign, we’ve provided each
pub with a suite of social assets that they can use to promote the offer
across their social media platforms.
Get Home Safe
We’re also supporting St Austell Brewery’s ‘Get Home Safe’ campaign,
in collaboration with Devon and Cornwall police. Vouchers for a free
Lo & No or soft drink will be given to drinkers of Heineken 0.0 and Old
Mout Berries & Cherries alcohol-free cider, alongside Coca-Cola.
We’re encouraging consumers to visit their local great British pub over
the festive period to enjoy an evening with friends, whilst rewarding
the driver for getting them home safe at the end of the night.
Baby, it’s cosy outside
Helping customers make the most of their outside space is important.
At Mitchells & Butlers, we’re helping achieve this with the addition of
Old Mout winter huts over the colder months. It’s hoped this set up
will help them drive additional revenue during a critical trading time.
In Young’s, Marston’s, Greene King, Trust Inns and SSP outlets, we’re
extending the cider season and creating a buzz in the category
through our Orchard Thieves Mulled Cider campaign.
Digital advent calendar
With a focus on getting more people through the door and spending
longer in pubs, Birra Moretti - in collaboration with the Stonegate Group
and some other suppliers – have created a digital advent calendar.
Celebrating the countdown to Christmas, the advent calendar will
offer a host of branded prizes for consumers throughout December.
It’s a team effort
I’d like to thank my team for delivering these great ideas. We’re helping
our customers drive people back to the pub, encouraging them to stay
longer and spend more, and to make the most of any outside space.
It’s all about creating a special festive ambience and experience which
will get people off their sofas and into the local for a happy and safe
Christmas.
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