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Posts from the ‘Beer’ category

Yuengling has launched a campaign that inspires consumers to ‘Spread Your Wings.’

The campaign and tagline are designed to engage younger consumers, and it is the first campaign driven largely by Yuengling’s sixth generation – Jen, Debbie, Wendy and Sheryl Yuengling.

In 1829, the Yuengling brewery, originally named the Eagle Brewery, debuted the iconic eagle on its label, and it has remained a prominent part of brand imagery ever since. The ‘Spread Your Wings’ campaign, by Laughlin Constable – recently named agency of record for the brewery – builds on the Yuengling Eagle iconography and centers on its eagle wings to symbolize the unique qualities of the brand and today’s consumers.

“The ‘Spread Your Wings’ campaign represents the values of strength, hard work and resiliency that have been a large part of our success for over six generations,” said Wendy Yuengling, sixth generation daughter, D.G. Yuengling & Son, Inc. “It symbolizes the independent and spirited nature of the Yuengling brand and embodies the energy and passion of our loyal fans, while inviting new drinkers to discover us as well.”

‘Spread Your Wings’ will roll out via a fully integrated advertising campaign including video, audio, out-of-home, print and social media.

Read more at The Drum:

Craft beer brewery New Belgium is based on the front range of the Rocky Mountains in Fort Collins, Colorado, and not, as some might think, in a small European country wedged between France, Germany and the Netherlands.

The makers of the popular Fat Tire beer, however, are connecting their products to the country and its rich brewing traditions by having an actual Belgian man promote the brand’s new Belgian White beer.

Working with its agency of record, Erich & Kallman, New Belgium recently launched the Belgian White with a campaign of six spots that will run across Facebook, Instagram, Snapchat and Hulu, and featuring the quirky admissions of a bearded “actual Belgian” stating why Belgian White is a better beer.

Since Fat Tire’s Belgian White is not brewed in Belgium but the United States, the campaign’s spokesperson, Flemish actor Karel Deruwe, gives his endorsement, armed with his Belgian accent and witty punchlines. Deruwe delivers six performances that highlight the quality and freshness of ingredients used in Fat Tire Belgian White.

Read more at The Drum:

Constellation Brands is investing in Pacifico Beer’s first nationwide integrated campaign as the West Coast cult favorite expands its distribution across the U.S. Until now, Pacifico’s biggest national-reach advertising focused primarily on social media.

Developed with Cramer-Krasselt, the “Live Life Anchors Up” creative is inspired by the anchor on the bottle. Young Millennial men — the campaign’s target — are seen in short snippets enjoying beach lifestyles and adventures with a voiceover stating, “The world is full of anchors meant to keep you in place, but the good news is that it’s also full of things that remind you not to let them. So, every time you raise a Pacifico, let it be a reminder to live life anchors up.”

The media strategy will balance “high-reach networks” that provide mass audiences such as ESPN with more unique placements that align with the targeted Millennial’s passion point of adventure and discovery, such as the Discovery Channel. “And for those markets that have already received TV, our weekly weight levels will be three times higher than this past year, resulting in a truly impactful advertising plan,” says an agency spokesperson.

In addition, out-of-home will concentrate on core markets — Denver, Boulder, Ft. Collins, Vail/Aspen, Steamboat, Colorado Springs, L.A., Sacramento, San Diego and Seattle — with a projected mixture of traditional boards and non-traditional units, such as pedi-cabs.

There will also be signage and activations at live events including the Burton US Open of Snowboarding, X Games summer sponsorship, and an Airstream activation partnership.

Read more at MediaPost:

Portada talks to John Alvarado, VP, brand marketing at Constellation Brands, about the launch of the new Corona Premier.

Why it matters: It’s the first time in 29 years that Corona distributors in the U.S. have found an opportunity to introduce a new product to the market, and they are very confident it will be well received by consumers.

Since Corona was born in 1925, it has tried to become an example of refinement and good taste. When it was first exported to the U.S., it quickly became the best-selling alcoholic beverage, and now it is available all around the world. For a long time, consumers have been able to enjoy two varieties of this product: the classic Corona Extra and later Corona Light, first introduced to the U.S. market in 1989. There had not been any new Corona products since then until the opportunity for a new light beer was identified recently, 29 years later. Constellation Brands, the Fortune 500 company that distributes Corona beer in the United States, has launched Corona Premier, with 2.6g of carbs and 90 calories per bottle. We talked to John Alvarado, VP, Brands Marketing at Constellation Brands, to find out how this new product was conceived and how it plans to reach its target.