No alcohol beer Budweiser Prohibition has teamed up with Love Island star and personal trainer, Gabby Allen, to unveil a fleet of ‘beer floats’ that will travel the country giving away free Budweiser Prohibition Brew to UK consumers and help them ‘drink smart’ throughout 2018.

The campaign is part of AB InBev’s UK launch of Budweiser Prohibition Brew, the brand’s first alcohol-free beer.

To complement the partnership with Allen and the sampling push, Budweiser is also partnering with Time Out to raise awareness of the new Prohibition Brew and give a helping hand to consumers looking to moderate their drinking this January.

The partnership included a four-page cover wrap on the Tuesday 16th January issue, as well as the distribution of 50,000 product samples with each magazine at key stations across the capital, such as London Victoria, London Paddington, London Bridge and Liverpool Street. An additional 30,000 samples were distributed on the evening of Thursday 18^th January, targeting commuters as they started planning their weekends, who might be tempted to break their alcohol-free resolution.

Time Out has produced a digital hub, which will house content about the alcohol-free beer and advise Londoners on how they can make the most of going out with friends while moderating their alcohol consumption.

Budweiser Prohibition Brew is also working with street food operators Street Feast. Until 3^rd February, Dinerama Shoreditch and Giant Robot Canary Wharf will host the first-ever Budweiser Prohibition taste test, where people will be challenged to taste three different Budweiser beers and guess which is the new Prohibition brew – with winners receiving their next Bud for free.

The Budweiser Prohibition Brew campaign is being supported by an Out Of Home advertising campaign, as well as digital and social content across Facebook, Instagram and YouTube. These elements will focus on Budweiser Prohibition Brew’s great taste, and show consumers that they can still enjoy a beer with friends if they choose not to drink. The social activity will lead consumers to the campaign micro-site, www.budprohibition.com, where they can sign up for a free can of Budweiser Prohibition, redeemable at Tesco.

AB InBev worked with content agency The Story Lab for the partnership with Time Out, while social creative is being handled by Elvis. Anomaly is handling the OOH creative, and the nationwide sampling campaign and the partnership with Gabby Allen is being handled by PR agency 3 Monkeys Zeno.

Sascha Cordes, Senior Brand Manager Budweiser, says: “We are incredibly excited to launch Budweiser Prohibition Brew to the UK, our first ever alcohol-free beer, and even more excited to unveil our fleet that will be delivering the brew up and down the UK, helping the nation stick to their goals this January and beyond. People today are increasingly drinking less alcohol, as part of the broader healthy-living trend. In 2018, we predict this trend to continue, and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”

In the first two weeks of January alone, Hitwise data suggests searches for “alcohol free beer” increased 171% – but the data also suggests that consumers are finding it hard to stick to their resolutions, with recent searches tailing off.

AB InBev UK research reveals that, as a nation, Britons are definitely drinking less alcohol – a trend that is being driven by millennials – with the low and no-alcohol beer category growing 19.5% in the UK over the past year.

Budweiser Prohibition is the latest beer in AB InBev’s low- and no-alcohol portfolio in the UK, which already includes the market-leading alcohol-free beer Beck’s Blue and Bud Light, brewed to 3.5% ABV.

The expansion of the low- and no-alcohol portfolio is part of AB InBev’s Global Smart Drinking Goals, which includes a pledge that 20% of its global beer volumes will be low-to-no alcohol by 2025, alongside deeper investments in programs that measurably shift social norms and behaviors around the harmful use of alcohol.

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AB InBev, the world’s biggest beer company, has been supporting its new alcohol-free beer, Budweiser Prohibition, with a UK anti-drink drive digital and Out Of Home campaign, plus a sampling drive through Tesco.

A major ad campaign centres on people getting home safely for Christmas. The global beer brand is supporting the Department for Transport (DfT) for its THINK! Christmas campaign, designed to tackle drink driving.

The OOH ads and the digital push run until December 31st 2017, delivering a series of festive but pertinent messages encouraging people to make smart drinking choices during the festive period and get home safely for Christmas.

A key part of the campaign is a nationwide giveaway of Budweiser Prohibition, via a digital Budweiser Christmas card from www.budprohibition.com, to be redeemed in Tesco outlets.

Rowan Chidgey, Marketing Manager for Budweiser UK, says: “As an iconic global beer brand, we not only have a responsibility to help fight important issues like drink driving, but also to make it easier for people to make smart drinking choices. We’re really pleased to be supporting THINK! to keep safety front of mind this Christmas and proud to make great products like Budweiser Prohibition, so party-goers can enjoy beer as well as moderation. We’ve put it at the heart of our responsible drinking campaign this year, so as many people as possible can celebrate this Christmas and get home safely.”

The THINK! drink drive campaign coincides with the National Police enforcement campaign, which runs throughout December.

While road casualties caused by drink driving have fallen dramatically in recent years, the latest statistics recorded 5,730 accidents and 8,470 casualties in England and Wales in 2015 due to drink driving.

Road Safety Minister Jesse Norman said: “Thanks to generations of THINK! campaigns, drink driving has become socially unacceptable, with an 88% drop in fatalities over the last three decades. This year’s THINK! campaign builds on that record, working to prevent this devastating behaviour, which puts so many lives at risk.”

This year’s Budweiser campaign is part of AB InBev’s Global Smart Drinking Goals, which seek to reduce the harmful use of alcohol with an investment of one billion dollars across the globe in marketing campaigns to influence social norms and change behaviours – to measurably decrease harmful alcohol use over the next ten years. One of the goals is for 20% of AB InBev’s volumes to be low-to-no alcohol by 2025. Budweiser Prohibition will be a major contributor to this goal as an alcohol-free beer.

AB InBev is a founding member of the UK self-regulatory body for alcohol marketing, the Portman Group, and a major funder of the independent Drinkaware Trust.

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Heineken 0.0 alcohol-free lager was one of the sponsors for the first-ever Mindful Drinking Festival in mid-August.

The Mindful Drinking Festival, which took place on August 13^th, 2017 in London’s Bermondsey Square, featured a range of innovative drinks to taste and buy, talks from producers, mocktails from top mixologists, and more. The organisers say it was the first event of its kind to truly showcase the emerging no alcohol/low alcohol sector of the drinks industry.

The festival featured:

• Zero to 0.5% abv drinks; beers, wines, adult soft drinks.
• 30 stalls with innovative drinks and food.
• Talks and tastings from producers and experts.
• Non-alcoholic mocktails by leading mixologists.
• Free samples of some of the latest drinks available.

Heineken was one of the sponsors, and the company’s Master Brewer, Willem van Waesberghe (pictured), was on hand to explain more about the dedicated brewing process which is used to create Heineken 0.0’s premium flavour.

Van Waesberghe commented: “We were delighted to welcome so many fans and teach them more about Heineken 0.0. This new beer gives consumers choice for a variety of drinking occasions. It also contributes to the growing trend around the importance of responsible alcohol consumption and living a balanced, healthy lifestyle”.

Headquartered in Edinburgh, Heineken employs around 2,000 people. In addition to being Britain’s leading cider and beer business, Heineken owns around 1,049 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout plus a full range of niche and speciality brands.

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Alcohol-free wine brand Eisberg is continuing to support the Tour of Britain cycling race following the success of last year’s sponsorship, and will again be handing out free samples at the event’s venues around the country.

Eisberg will extend its support with Tour of Britain to include links with The Matrix Fitness Grand Prix, The OVO Energy Women’s Tour, and The OVO Energy Tour of Britain, as well as a sponsorship of the Leaders jersey in The Tour Series men’s event, which kicked off in May.

Andrew Turner, Director of Wine for Halewood Wines & Spirits, says that the brand’s decision to support the race resulted from a consumer shift towards buying alcohol-free alternatives to suit their healthier lifestyles.

Last year’s race included a sampling campaign that introduced more than 10,000 people to Eisberg’s range across an eight-day period, which the brand claims increased sales by 40% year on year.

Andrew Turner observed: “It’s going to be a great summer of cycling and Eisberg will be there every step of the way. On the tour last year, cyclists told us they were starting to moderate their alcohol intake for health and fitness reasons, so we’ll be sampling at every race so fans can toast the action with the UK’s number one alcohol free wine.”

Alastair Grant, commercial director of sports events and marketing company SweetSpot Group, which runs the Tour of Britain and the other events Eisberg is getting involved with, added: “We are thrilled Eisberg viewed their partnership with The Tour of Britain 2016 in such a positive light that they have chosen to expand their involvement to encompass our other properties.”

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Eisberg, the UK’s leading alcohol-free wine brand, has agreed a three-year sponsorship deal to become the Official Wine Partner for the Tour of Britain, the UK’s biggest professional cycle race. The brand will also be the presenting sponsor for the iconic Yellow Jersey at the 2016 event, which gets underway in Glasgow on Sunday 4th September 2016.

Andrew Turner, Director of Wine at Halewood Wines & Spirits, which owns the brand, says: “Our market research revealed that there is a growing market of male consumers with an interest in alcohol-free alternatives and the Tour of Britain provides a great opportunity to engage this audience. Whether you’re cutting down to spend more time on the bike, or simply taking two to three nights off alcohol each week, Eisberg provides a great alternative for those who still want to be part of the occasion.”

Turner continues: “Cycling events at all levels are happening across the UK, bringing with them a renewed interest in the sport and with an exciting calendar of events on the horizon, there’s never been a better time to be involved with the Tour of Britain.”

As part of the partnership, VIP Hospitality guests at all eight stages of the Tour of Britain will be able to enjoy Eisberg’s range of alcohol-free wines which include a Chardonnay, Sauvignon Blanc, Rose and Cabernet Sauvignon. Fans attending stage finishes will also be able to raise a toast along with the stage winners as they celebrate on podiums across the nation with Eisberg’s new Sparkling Wine, set for launch in September.

The Yellow Jersey presented by Eisberg Alcohol-Free Wine will be awarded daily to the leading overall rider, and presented for the first time following the Stage One Finish in Castle Douglas, Dumfries & Galloway on Sunday 4 September.

Commenting on the partnership, Alastair Grant, Commercial Director for the Tour of Britain, said; “We are delighted to welcome Eisberg Alcohol-Free Wine as Partners for the Tour of Britain. We are preparing to welcome the world’s top riders to Britain for this year’s race and there will once again be an exciting battle for the Yellow Jersey presented by Eisberg this September.”

The Yellow Jersey presented by Eisberg will be produced by Dare2b, the Official Apparel Partner of the Tour of Britain.

Twentyteams will contest the 2016 Tour of Britain, including 10 of the sport’s top tier UCI WorldTour teams who rode in the Tour de France this Summer, plus the likes of Team WIGGINS and a Great Britain national team.

Three-hours of live coverage will be broadcast from each stage of the Tour of Britain, with both ITV4 and the BIKE Channel UK showing the race live, while ITV4 will also air a one-hour highlights programme each day.

The Tour of Britain is British Cycling’s premier road cycling event giving cycling fans the opportunity to see the world’s best teams and riders competing on their door step.

Re-launched in 2004 after a five year absence from the calendar, the Tour of Britain is British Cycling’s premier road cycling event giving cycling fans the opportunity to see the world’s best teams and riders competing on their doorstep. The Tour of Britain is the UK’s highest ranked professional stage race and the country’s largest free-to-watch sporting event, organised annually by SweetSpot Group.

The 2016 Tour of Britain takes place from Sunday 4 to Sunday 11 September.

Eisberg is the UK’s number one brand of non-alcoholic wine. Liverpool-based Halewood Wines & Spirits owns the Eisberg Alcohol-Free Wine brand as part of a portfolio which also includes Crabbie’s Alcoholic Ginger Beer and Lambrini.

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Dutch-based global brewing giant Heineken is bringing its Heineken Light lower alcohol beer to Europe for the first time, with a launch in Ireland supported by on and off trade sampling and digital couponing.

The Heineken Light campaign in Ireland will also include TV ads, outdoor advertising, digital, social media and PR as well as in-store activity.

Online, Heineken is offering Irish consumers the chance to claim a complimentary pint of the new product by registering with the brand website. They can then earn another free pint by sharing the site address with three friends – if those friends also sign up, then the original consumer gets a coupon for another free pint. Alternatively, consumers can get a digital coupon worth €2 off the purchase off a pack of Heineken Light.

Heineken Light, which has 3% Alcohol By Volume, has been sold in the US for the past 10 years. The Irish launch will be followed by roll-outs in other European countries soon.

For the Irish launch, Heineken is using a campaign created by Irish ad agency Rothco, which is also to develop a global campaign for the product which will run outside the US.

Rothco’s first ads show Heineken Light conducting humourous fictional screen tests to find a new spokesperson. The first ad features a character named Jonny Goode, who starts stripping off in an attempt to win the part. The ad is featured on Heineken Ireland’s YouTube channel.

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