London Pride is set to benefit from a whole package of activity for the summer - starting with the beer's reappearance on TV.
Based around a summer of sport, the package includes TV ads throughout the coming Test Series and one-day Internationals, on both Sky and Channel 5.
This will complement the London Pride perimeter boards at Lord's and the Oval, clearly seen during the Test Match coverage.
Cricket fans at Lord's are also in for an extra treat as London Pride is now available in all the ground's cask ale bars.
In June, London Pride posters will be appearing on over 1,000 sites around England, building on the swell of pride around the nation, in the weeks before the start of the Football World Cup. The posters and other promotional material will feature a mouth-watering pint with the words "Whatever you do, Take Pride - Support English Football". The posters provide a timely reminder as Beckham, Terry and the boys head for Germany.
Licensees can benefit from a great support kit for the World Cup including a wallchart with a clear layout and lots of room for filling in the results, posters and pocket guides so customers will never miss a match.
Finally, some new London Pride taxis will be on the road later in the year.
Brands marketing manager David Spencer said: "London Pride is the UK's best-selling premium ale, and this is a premium marketing package to keep it in the customer's mind. Cricket is a natural fit for London Pride, as the sales at Lord's prove, and with the outdoor poster campaign we are making sure that London Pride is supporting the England team all the way in Germany.
"Our licensee's kit for the World Cup is superb. In fact, even though I say so myself, we have definitely got the best-looking wallchart on offer."