MARKETING MUSCLE

A round-up of the latest campaigns

Estrella Damm Anheuser-Busch has brought "the beer of Barcelona", its Estrella Damm Spanish 4.6% abv lager, to the UK, backed by a wave of lifestyle press advertising. A number of consumer promotions and staff incentives will be included in the push, kicking off with prize tickets to Spanish La Liga football matches. Brewer Grupo Damm sponsors the Spanish league as well as a number of Spanish clubs. On-trade outlets have been provided with a number of point-of-sale items, including branded aprons, glassware, serving dishes, tip trays and ice buckets. Brains Brains is hoping to take 45 beer, its Continental-style kegged Welsh ale to a broader audience with sponsorship of the Football Association of Wales. A series of radio and television commercials, outdoor advertising and sales promotions are being run in order to promote the 4.5% abv drink, which is brewed with pale, Continental hops. Originally piloted in Brains' managed pubs last September, 45 differs from other lagers on the market in being top-fermented. The beer is aimed at the lager-drinking 18 to 35-year-old market. Glenfiddich Glenfiddich hopes to make further inroads into the UK whisky market with a £2m domestic campaign focusing on TV and print advertising, sales promotions and brand ambassador activity. The advertisements will be aired on the C4, Film4 and More4 television channels. The marketing drive is part of a £23m global investment by the brand owner William Grant & Sons. In 2006, Glenfiddich enjoyed year-on-year growth of 4.8% by value and 4.3% by volume. This was in a category that declined in the same period.