Scottish brewer Belhaven invests in new TV advertising
20 June, 2012
Scottish heritage brewer Belhaven is launching two new TV advertising campaigns designed to reinforce the Scottish credentials and consolidate the position of the nation’s leading ale brand Belhaven Best and to drive awareness and trial of its new stout Belhaven Black.
Belhaven Best’s ‘Tae a Pint’ ads draw on the poetic skills of national hero Rabbie Burns to highlight the authenticity of Scotland’s best loved Best – the brand most people would like to see on the bar. The campaign will feature Scots taking a moment to pay tribute to the beautifully balanced honey-coloured beer in the style of Burn’s - the country’s most famous literary son.
The Belhaven Black ‘Beautiful’ ad has been designed to capture the distinctive drama and magnificent essence of Scotland in black and white. This 4.2% ABV Scottish stout was recently launched in pubs across the UK earlier this year. Crafted to provide a taste of something different for fans of deeper, darker ales, this genuinely Scottish stout is proving popular on both sides of the border.
The Dunbar-based brewery – one of the country’s oldest brewing sites – is certain the new advertising will reinforce Belhaven’s Black’s premium positioning as a great choice for the discerning stout drinker.
The TV adverts will first air during coverage of Euro 2012 on June 8 - kicking off a major investment in both brands.
Euan Venters, Managing Director of Greene King Brewing and Brands, believes the campaigns will drive demand and consolidate Belhaven’s position as one of Scotland’s leading heritage brewers.
He said: “This campaign reinforces our leading position in the Scottish ale market and clearly shows how committed we are to investing in our brands and supporting the trade to sell authentic Scottish beer. Belhaven beers are made from only the purest and most natural ingredients, using water from our own well and the finest Scottish barley and it’s only right that our advertising should reflect this.”
The new ads come just months after Belhaven Best picked up the Marketing Strategy of the Year prize at the Scottish Business Awards for its five-year ‘Scotland’s Best’ campaign.
“This is an exciting time for Belhaven. We’ve been brewing quality handcrafted ales at our brewery for nearly 300 years and we fully expect our new advertising to consolidate our position as Scotland’s number one ale and establish Belhaven Black as a much loved Scottish stout.” Venters added.
Please contact Mark Sowersby at Tribe PR on 01603 417722 or email@example.com
Or Jo Kreckler at Greene King on 07974 132635
 CGA Brand Index, 17/3/12
 Cardinal Brand Tracker, May 2012