Beck’s Blue, AB InBev’s signature alcohol-free beer, is taking over Blue Monday this month, with the launch of a new giveaway campaign to beat the winter blues.
The campaign is designed to get Britons out of the house and into their local pubs, with the offer of a free bottle of Beck’s Blue.
Running from 21 – 27 January in partnership with Mitchell and Butlers, the promotion will remind shoppers they can still enjoy the pub without drinking.
This year, 4.2 million people are estimated to be cutting out alcohol in January (Nielsen and CGA, Nov 2018), with a third of under 25s now saying they are teetotal. (YouGov, Dec 2018. AB InBev’s new Beck’s Blue initiative is designed to cater for the growing demand for alcohol-free beverages.
Rory McLellan, on trade sales director at brand owner AB InBev UK, said: “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.”
To claim a free bottle of Beck’s Blue, shoppers can visit the Beck’s Blue Monday website to register and receive a voucher that can be redeemed in more than 1,000 Mitchell and Butler pubs and bars across the UK.