Goose Island Beer Company has hidden 10 oversized goose heads around Shoreditch to mark the launch of their first ever European Brewpub, which opens on Wednesday, 21st November.

Designed in collaboration with London artist Jess Wilson, the heads have been placed with local businesses in the neighbourhood to surprise and delight beer lovers. The first 200 people to spot a Goose head, snap a photo, tag @GooseShoreditch on Instagram, Twitter, or Facebook, and show it to a member of staff at the Brewpub will enjoy a free brew.

Inspired by its much beloved sister Brewpub in Chicago, the Shoreditch Brewpub will be a welcome addition to the east London high street, as it brings home to the UK previously unavailable Goose Island brews like Brut IPA  and Fog Bowl, alongside its highly sought after Bourbon County Stout, award-winning range and local collaboration beers. Also available will be a Chicago-inspired menu featuring a truly unique pizza selection, subs and classic American favourites like wings and pretzel bites with beer cheese sauce to match.

Not satisfied by just serving great beer, Goose Island will also mark the Shoreditch Brewpub’s grand opening with live music and free pizzas throughout the night. Ongoing programming at the Brewpub will include both indie and headliner live acoustic and DJ acts, one off microbrews, tap takeovers, and brewery tours.

Heading up the Brewpub will be Goose Island’s very own Siebel Institute certified UK Brewmaster Andrew Walton, who returns to London following a month long immersion in Chicago where he learned all the Goose tricks of the trade. Responsible for the creation of microbrews made on site, Walton will also be the first in Europe to manage the Rack AeriAle system, an innovative nitrogen draft-dispensing system that connects barrel-aged beers directly to the pub’s tap system without the risk of oxidization.

Andrew Walton, Brewmaster, Goose Island Beer Co., said: “I cannot wait for the doors of the Shoreditch Brewpub to open and am so stoked for Goose Island fans and fans-to-be to see what we have in store. I’ve been working on some crazy delicious microbrews that’ll be available exclusively at our Shoreditch Brewpub. I know London has  always held a special place in Goose Island’s history, and I can’t wait for us to make our mark on British beer culture, creating a new experience in the heart of east London, where foodies, beer drinkers and music lovers alike can join together in appreciation of a good time – and great beer.”

The post Goose Island Beer hides giant goose heads around Shoreditch appeared first on IPM Bitesize.

Independent Scottish brewer, BrewDog, will be hosting Metro Mayhem, its first London-based beer festival, set to take place on Saturday 10th November 2018 at The Copper Box Arena in East London. Brand experience agency, Amplify, is delivering the creative and technical production of its beer extravaganza. The event promises to be a riotous celebration of great craft beer from 17 world-renowned breweries, food and music from the likes of Frank Carter and the Rattlesnakes, and Everything Everything.

Inspired by BrewDog’s legendary Annual General Mayhem (AGM) in Aberdeen, tickets for Metro Mayhem were initially made available to its 90,000 Equity Punks who have invested in the brewery. BrewDog also recently announced it would be offering free tickets to those who work in the beer industry, as well as two free beers to try. Following overwhelming demand, the brewery then  made tickets available to the public.

Doors will open at 2pm at The Copper Box Arena, in Stratford, East London, and beer fans can enjoy up to 9 hours of beers, food and music before doors close at 11pm.  The Scottish brewer will be showcasing its range of beers, including unveiling new beers from its sour beer facility, Overworks.

The line-up includes a further 17 breweries from around the world who will be running bars, and hosting exclusive panels and tastings. Beyond the craft beer offering, BrewDog’s backed brands Hawkes Cider and LoneWolf Spirits will also be putting in an appearance.

Frank Carter and the Rattlesnakes said: “Metro Mayhem is going to be one to remember. We’re honoured to be playing at the inaugural festival and we’re looking forward to bringing the house down on 10th November.”

Everything Everything added: “Great music and great beer is an ideal match. We’re looking forward to playing BrewDog’s Metro Mayhem on November 10.”

James Watt, co-founder of BrewDog commented: “Our AGM has achieved legendary status over the past 8 years, so we wanted to bring a taste of that Mayhem to London with this new beer-fuelled blow out. London is home to thousands of our Equity Punks and has been key to our growth. We’ve got ten bars across the city quenching London’s thirst and we’ll be opening more next year.

“Music has always been the beating heart of BrewDog, so we’re thrilled to have such epic headliners as Frank Carter & The Rattlesnakes and Everything Everything performing as part of Metro Mayhem. We’ll be adding more awesome acts in the run up to the big day so watch this space.”

Tickets for the festival can be purchased here.

The post BrewDog to host its first London beer and music festival appeared first on IPM Bitesize.

Carlsberg UK have launched an innovative new “Snap Pack” – bonding cans together with glue technology instead of the traditional plastic rings.

To support the UK launch, LIFE developed an experiential campaign exclusively for Tesco, offering shoppers the chance to make a Snap Pledge to use less plastic and win a £50 Tesco voucher.

Alana Daly, Customer Marketing Manager at Carlsberg UK commented: “ The new Snap Pack packaging is a hugely exciting development for Carlsberg and will reduce our plastic waste globally by more than 1,200 tonnes a year — the equivalent of 60 million plastic bags. The work LIFE Agency have done is bringing this initiative to the attention of UK shoppers and encouraging them to think about their own plastic usage.”

The experiential stands ran in 20 stores from 16^th – 27^th October across the UK.

“We are thrilled to be playing a part in this exciting new launch” said Chris Walker, Managing Partner at LIFE Agency.  “Our agency proposition is focused on ‘Making Brands Famous for Good Reasons’ and there can be little better than working with our clients to take steps to help the planet”.

The post Carlsberg UK encourages shoppers to use less plastic appeared first on IPM Bitesize.

Scottish beer brand Brewgooder is inviting drinkers all over the country to pay what they want for a six-pack of lager.

Since 23rd October, 1,000 six-packs of Brewgooder’s Clean Water Lager bottles are for sale exclusively online and people will be able to pay as little as one penny or as much as £100 for a pack.

The offer forms part of the social enterprise’s ‘Honesty Box’ campaign which aims to showcase how much people value making a difference. The company argues that when buyers are faced with the option to ‘pay what they want’ knowing what profits go towards – in this case providing clean water for people in developing countries – they will pay an amount that reflects the cause.

Alan Mahon, founder of Brewgooder, said: “We believe that when beer drinkers learn about our mission and what we do with our profits, they will be more than happy to pay an amount that fairly reflects the cause, and the quality of our lager.

“Every case that we sell at retail value allows us to provide clean water access for a person in Malawi for over two years. So, the question is: what value do you put on a beer that makes that type of social impact?

“Our hope is twofold: that we’ll be proven correct and that the value paid echoes that of the impact; and we manage to attract a new range of Brewgooder drinkers that can help bring us closer to achieving our overall mission: to provide clean water to one million people across the world.”

Launched in March 2016, Brewgooder donates 100% of its profits to fund clean water and sanitation projects in developing countries. To date, it has helped over 40,000 people across Malawi gain access to clean water and plans to expand its clean water initiative into a second country, Ghana, in 2019.

By the end of next year, the brand hopes to have helped over 100,000 people gain consistent clean water access. People participating in the offer will now have the chance to ‘Drink Beer, Give Water’ and help contribute towards this ambition.

The post Brewgooder to let drinkers pay what they want for lager appeared first on IPM Bitesize.

Beck’s beer, is launching six brand new label designs as part of its “Be Kreativ” campaign. The launch of these new labels will also be supported by a partnership with Print Club London, a leading London-based studio specialising in the art of screen-printing. A special event will be held to mark the launch in October, bringing together a host of illustrators, artists and designers. Here, Beck’s and Print Club London will bring the new label designs to life in a unique way with live screen-printing demos – giving guests a special screen-printed version of their favourite label design to take home and encouraging them to “Be Kreativ.”

The labels have been created by six artists – Greg Coulton, Art + Believe, Charles Williams, Jonny Wan, Nomad Clan and Nicolas Dehghani – each bringing their own creative flair to the designs. Ten million limited-edition labels will be rolled out across UK retailers and select pubs and bars from 8^th October and will be available until early December.

As part of the brand’s new Be Kreativ campaign, Beck’s is offering a platform for creatives of all disciplines. As well as artists, the brand will be celebrating everyday creativity by supporting the work of musicians, writers, coders and more through its online Be Kreativ platform. The website puts a spotlight on different creatives – hosting examples of their work and sharing information on their background and experience, style and techniques and what inspires them.

Beck’s has had a longstanding association with the creative scene, having first launched Beck’s Art Labels over 25 years ago. During this time, the brand has worked with a number of UK artists to reinterpret the brand’s label with their own designs – showcasing their work to the millions of consumers who choose Beck’s.

Since the first bespoke label was designed by renowned art duo Gilbert and George in 1987, the brand has showcased the work of both established artists – including Tracey Emin, Jeff Koons, Bruce Mclean, Richard Long and Damien Hirst – and up-and-coming design talent.

Tatiana Stadukhina, Marketing Director, AB InBev UK, commented: “Beck’s has a rich history of independent thinking and a strong affinity with the creative scene. From being the first German brewery to use green bottles in 1874, to the introduction of our popular Art Labels more than 25 years ago, we’re always looking for new and exciting ways to support the creative community. This year’s designs celebrate the variety of styles and artistic skills in the creative world, with each designer putting their own unique spin on the label. Our collection of eye-catching designs and Beck’s legacy as a beer that celebrates creativity will help our customers tap into the trend for bespoke, limited edition packaging – as well as the demand for brands that not only cater to the needs of consumers, but also align with their personality and values.”

The post Beck’s marks launch of new label designs with event and partnership with Print Club London appeared first on IPM Bitesize.

Foster’s is giving consumers the chance to win a unique trip to “the thirstiest place on earth” – Ayers Rock, Australia – in an on-pack summer promotion in partnership with music and discovery app, Shazam.

Running until August 31st, the on-pack prize draw means Foster’s fans who buy a multipack and ‘Shazam a Can’ could win a variety of items including chill disks, chiller seats and slings, as well as well as the ultimate trip to “the thirstiest place on earth”.

Shoppers just have to scan the Shazam icon on the can with their mobile devices to enter the competition. They will be notified instantly if they have won one of the thousands of instant prizes.

The winner of the trip to Australia will be selected via a prize draw at the end of the campaign.

Foster’s says it is activating its “For the thirsty” platform throughout the summer months to drive penetration at a time when shoppers are looking for crisp, cool refreshment.

Toby Lancaster, Category and Shopper Marketing Director for Heineken, says: “With 52% of beer and cider value sales taking place over key seasonal periods, our on-pack promotion throughout the summer offers a great opportunity for retailers at a time when shoppers are looking for crisp, cool refreshment. Activating on-can means that we that we are able to cover a greater number of our SKUs, incentivising purchases and driving additional sales for retailers over the summer months. We are very much looking forward to revealing the lucky winner at the end of August.”

Foster’s on-pack promotion is available across 4 x 440ml, 10 x 440ml, 12 x 440ml and 18 x 440ml can pack formats and also Foster’s single 440ml and 568ml cans.

Heineken is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, as well as a range of niche and speciality beers.

The post Foster’s encourages shoppers to ‘Shazam a Can’ to win Australia trip appeared first on IPM Bitesize.

Mexican beer brand Corona and charity Parley for the Oceans are taking their partnership against marine plastic pollution to the global stage by hijacking iconic symbols of paradise for today’s World Oceans Day (June 8^th 2018).

As part of the campaign, the partners have created a sculpture, The ‘Wave of Waste’, in Old Street, London, featuring Australian actor Chris Hemsworth (Marvel’s Thor) surfing in a wave of plastic collected in the UK.

Over the last few days, Londoners have been able to contribute to this installation by dropping off their own plastic waste at the site of the billboard.

Corona and Parley launched their partnership a year ago; the latest campaign sees Corona hijacking its own advertising and iconic visions of paradise, plus the classic Hawaiian shirt pattern, to reveal the impact of marine plastic pollution.

Corona is selling a new Hawaiian shirt on its website which features threads made from marine plastic pollution. The Parley Ocean Plastic is collected from the open ocean, remote islands, shorelines and coastal communities. The design subtly features everyday plastic items like toothbrushes and plastic bottles to represent the fact that the issue at a distance is hard to see, but pervasive up close. The limited-edition shirts are available in three colours and can be purchased at wslstore.com/corona for £53 ($70). Proceeds from each Corona Hawaiian shirt will go to Parley for the Oceans to help support its mission to protect our oceans.

Installations like the Old Street one will also be appearing in Melbourne, Santiago, Bogota, Santo Domingo and Lima, all made from plastic collected from local beaches. The London installation includes plastic collected by The Marine Conservation Society from Holywell beach, East Sussex.

“As a brand that is synonymous with the beach, we are seeing the destruction of shorelines and oceans up close,” says Felipe Ambra, Global VP of Corona. “Our ads usually showcase paradise the way we assume it to be, pristine and beautiful, but today it’s increasingly hard to find a beach without plastic. Through our work with Parley, we hope to reverse this trend. This World Oceans Day, Corona wants to remind the world that we all need to protect our beaches to continue enjoying them.”

Corona and Parley point out that roughly eight million metric tons of plastic waste are dumped into the ocean each year. To raise awareness of this fact, the brand is inserting plastic into other places it doesn’t belong. Corona is starting by twisting its own campaign tagline and imagery to show the unfortunate fate of paradise plagued by plastic pollution.

Last month, the partnership changed the name of the “Corona Bali Pro” World Surf League event to “Corona Bali Pro-tected”, to make the point that even the most remote and aspirational paradises around the world are suffering.

Corona and Parley are committed to protecting 100 islands around the world by 2020 (see 100IslandsProtected.com). Launched last year, the partnership is already working with local communities in the Maldives, Dominican Republic and Chile and will continue to scale up efforts in several more regions within the next year. Corona x Parley also announced a fundraising platform called Clean Waves in May that upcycles plastic pollution into fashion products for purchase, with all proceeds going to additional island protection.

Parley for the Oceans is a global network covering the creative industries, brands, governments and environmental groups aimed at protecting the oceans. The organization has formed alliances with major corporations including adidas, Anheuser Busch InBev (Corona), Intel and the United Nations.

Corona is the leading beer brand in the Mexico and the most popular Mexican beer worldwide, exported to more than 180 countries. The Corona brand is owned by Anheuser-Busch.

The post Corona partners eco-charity to create plastic ‘wave’ sculptures from beach litter appeared first on IPM Bitesize.

Budweiser will be giving away eight million Red Light Cups – noise activated cups which light up as fans celebrate – in more than 50 countries, as part of its biggest-ever integrated campaign, celebrating its sponsorship of the FIFA World Cup 2018.

The marketing activity kicked off this week in more than 50 countries, with the unveiling of the beer brand’s new global advertising campaign, “Light Up the FIFA World Cup”, featuring drones delivering Budweiser to fans around the world. The TV ad goes live in the UK on May 13th during the football Premier League Final.

Every beer at official 2018 FIFA World Cup stadiums will be served in a Budweiser Red Light Cup. For fans in the UK, the Red Light Cups will be given away at Budweiser viewing parties and events, and in special Budweiser packs in ASDA stores nationwide, as well as being available via on-pack competitions.

In the UK, Budweiser’s “Light Up the FIFA World Cup” will have a significant TV presence through Budweiser’s partnership with ITV, which has exclusive broadcast rights to half of all FIFA World Cup games, including the opening match on June 14th, and England’s final group game against Belgium. Through this, Budweiser will have direct TV ad presence in and around the live games, driving prime brand association with the tournament.

The ad shows thousands of drones carry bottles of the FIFA World Cup tournament’s Official Beer from its brewery in St. Louis, Missouri, where Budweiser has been brewed since 1876. The journey of the drones comes to an end when bottles of Budweiser are delivered directly into the hands of spectators across the globe; the UK’s footage shows football fans celebrating in the local pub, since current UK law bans alcohol from being consumed in stadia.

Brian Perkins, VP Global Marketing at Budweiser, said: “As the most watched sporting event on the planet, the FIFA World Cup is the ultimate opportunity for Budweiser, the world’s most enjoyed beer, to connect with billions of passionate football fans globally. Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over a beer and their shared passion for football… [it] captures the celebratory, upbeat and premium experience of the Budweiser brand, and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup.”

In the UK, Budweiser will be deploying a Chatbot –named the Bud Bot – to provide the ultimate FIFA World Cup guide for the UK’s football fans, driving meaningful relationships between consumers and Budweiser over the course of the tournament.

The Bud Bot will create a hub for avid football fans, offering a platform to vote for the official Man of the Match and enter once-in-a-lifetime competitions, signposting Budweiser-stocking bars and stores, and offering home deliveries of Budweiser to enjoy while watching games.

As part of celebrating euphoric moments on and off the pitch for the tournament, Budweiser has created the Bud Boat, which will be cruising down London’s River Thames hosting screening parties, DJs, bars and more. Fans are being invited to apply for tickets for the boat.

Sascha Cordes, Senior Brand Manager at Budweiser UK, observes: “Football, the beautiful game, is more than just a sport – and the 2018 FIFA World Cup is more than just an event. It’s an epic global party that promises to bring not just the nation, but the world together. We’ve been more ambitious than ever with our ‘Light Up the FIFA World Cup 2018’ campaign and want to celebrate the unrivalled energy of our football fans with unmissable experiences and surprises throughout. We can’t wait to get the celebration started!”

Fans can engage with the “Light Up the FIFA World Cup” campaign through Budweiser’s social channels. Twitter: @BudweiserUK, Instagram: @budweiser, Facebook: @BudweiserUK or https://www.budweiser.co.uk/.

Budweiser has a strong commitment to football globally, having served as official beer sponsor of the FIFA World Cup for over 25 years. It has an ongoing commitment through the 2018 and 2022 tournaments.

While Budweiser will serve as the official beer of the 2018 FIFA World Cup Russia, Anheuser-Busch InBev will leverage its high-quality portfolio of beers around the world by once again extending local sponsorship rights to its leading brands in select football markets, including, but not limited to, Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Siberian Crown (Russia), Hasseröder (Germany) and Beck’s (Italy), among others.

Anheuser-Busch InBev, which owns the Budweiser brand, is a publicly traded company based in Belgium with 2017 sales of $56.4 billion. It has a diverse portfolio of well over 500 beer brands includes global brands Budweiser, Corona and Stella Artois; multi-country brands Beck’s, Castle, Castle Lite, Hoegaarden and Leffe; and local champions such as Aguila, Antarctica, Bud Light, Brahma, Cass, Chernigivske, Cristal, Harbin, Jupiler, Klinskoye, Michelob Ultra, Modelo Especial, Quilmes, Victoria, Sedrin, Sibirskaya Korona and Skol. Its brewing heritage dates back more than 600 years.

The post Budweiser to give away 8m light up cups as part of 2018 FIFA World Cup Campaign appeared first on IPM Bitesize.

Asahi Super Dry, the Super Premium Japanese beer, has launched a significant outdoor and online advertising campaign, as well as embarking on a series of partnerships – including this weekend’s Arcadia Festival – that will see the beer at the forefront of immersive experiences across London this summer.

The ‘Remastered by Japan’ OOH campaign has been featuring on more than 600 digital road, rail and London Underground display sites this month, along with larger scale placements in prominent locations such as Shoreditch and Borough High Street.  A heavy-weight social media campaign will also run nationally, creating significant impact for the newly relaunched brand.

The brand has also signed a number of partnership deals which will see it featuring in a number of immersive experiential activations.

For the first time, Asahi Super Dry is the official beer partner of Secret Cinema Presents Blade Runner – The Final Cut: A Secret Live Experience. The 1982 cult classic, set in a dystopian world, explored themes that were way ahead of its time, aligning perfectly with the values of Asahi Super Dry as a progressively minded brand. There will be 80 secret live experiences running until the end of June.

The brand is also the lead beer at dotdotdot London’s latest release, VR experience Somnai, mixing live performance and multisensory elements with immersive technology, while this Bank Holiday weekend (May 5th and 6th) Asahi Super Dry will partner with Arcadia for its 10th anniversary spectacular.

In addition to the above, Asahi Super Dry will be celebrating summer with an array of music gigs and films at the Somerset House Summer Series and Film 4 Summer Screen across July and August.

Laura Mitchell, Director of Brand Marketing at Asahi UK Ltd, says: “When we relaunched Asahi Super Dry earlier this year, we wanted to ensure its marketing would reflect the identity of the brand and put us at the heart of forward-thinking experiences, with a mix of Japanese culture. We’re delighted to be partnering with some truly exciting experiences that feed consumer curiosity and showcase the brand in a contemporary manner.  We strongly believe the ‘Karakuchi’ taste of Asahi Super Dry will make a huge impact, but it is equally important we pay homage to the brand’s heritage and we are very excited to launch into the marketplace with a number of intriguing activations.”

Asahi UK Ltd. (formerly Miller Brands UK) is the UK subsidiary of Asahi Europe Ltd. Asahi UK Ltd. has responsibility for the development of the following Super Premium brands across the UK and Ireland: Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell, St Stefanus and Kozel.

The post Asahi Super Dry uses partnerships, immersive experiences in summer campaign appeared first on IPM Bitesize.

Carlsberg UK will be giving away a prize bundle including Live Nation and O2 Academy tickets to one lucky winner each week for 12 weeks, as part of its partnership with music event organisers Live Nation and to celebrate the Danish beer brand’s up-weighted focus on live music for 2018.

The promotion launches as Carlsberg announces plans to bring back its highly-successful ‘The Danish Way’ campaign, fronted by Danish film star Mads Mikkelsen, in May 2018. Last year, the brand spent an estimated £15m on ‘The Danish Way’, which marked its move away from an 20+ year sponsorship of the England football team and a new, more up-market positioning targeting Millennial drinkers.

Carlsberg will be running on-pack promotions across six million packs of Carlsberg and Carlsberg Expørt on sale in 21,000 off-trade stores – including grocers, impulse, convenience and wholesalers – across the UK from April to June 2018.

The prize packages will each include six tickets to a Live Nation festival and six tickets to three O2 Academy gigs throughout the year, with artists scheduled to play the venues this year including Kylie Minogue and Justin Timberlake.

To enter, consumers need to use the Shazam app to scan the ‘Shazamable’ limited edition promotional packs of Carlsberg and Carlsberg Expørt. They will then be directed to the competition page, where winners will be instantly notified and will be able to redeem their prize.

Carlsberg UK will be supporting the activity in-store with increased presence such as gondola ends and free-standing display units bolstered by online activations including website banners and targeted advertisements.

Carlsberg UK announced an extended five year sponsorship deal with Live Nation in April 2017. Live Nation is the world’s leading live entertainment company, behind some of the largest festivals in the UK.

That agreement gave Carlsberg UK unprecedented partner, sponsorship and official supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK. In addition, Carlsberg became the Official Beer and Somersby Cider the Official Cider of Live Nation. Carlsberg announced at the time the deal was signed that it wanted to connect with and engage Millennial drinkers.

Carlsberg and Somersby will be served at Live Nation festival events including Reading and Leeds, Download, Creamfields, Virgin V Festival, Wireless, TRNSMT and Latitude festivals.

The post Carlsberg launches Live Nation ticket competition appeared first on IPM Bitesize.