Top drinks marketing campaigns and news: January


AB InBev owned Beck’s launched the Beck’s Blue Monday campaign last month, offering consumers a free non-alcoholic beer redeemable in selected pubs and bars across the UK.

The campaign ran in partnership with over 1,000 Mitchell and Butler locations, helping to drive footfall during the quietest month for the on-trade.

Blue Monday, this year falling on 21 January, is known as the gloomiest day of the year.

Rory McLellan, on-trade sales director, AB InBev UK, commented: “When speaking with our partners we often hear the same concerns: after a busy Christmas and New Year’s, pubs struggle to get people though the door in January. We wanted to create a fun campaign that would help the on-trade boost footfall while also being mindful of consumers’ growing appetite for abstinence and moderation.

“Beck’s Blue with its distinctive, light, crisp refreshing taste is a must-stock for pubs and bars looking to draw people in during the quieter periods, as many will be looking for venues that stock a good selection of low and no alcohol beers. At AB InBev we are committed to offering people choice with our great tasting and diverse no and low alcohol portfolio, and we are delighted that Mitchell and Butlers is partnering with us to help bring a bit of joy this Blue Monday.”

Anna-Marie Mason, director of brand marketing at Mitchell and Butlers, said“At Mitchells & Butlers, we aim to make everyone welcome, whether drinking alcoholic beverages or not.  We also know January is a key period for moderation and, we want to help our customers with their goals.

“We want them to experience the friendly surroundings of our pubs and bars, but not give up on their resolutions. We are therefore delighted to be partaking in the inaugural Beck’s Blue Monday and to offer visitors to Mitchells & Butlers establishments a refreshing non-alcoholic beverage.”

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