As part of a nationwide sampling campaign, Kirin Ichiban teams will visit premium pubs and bars across thirteen cities and setting up an eye-catching Japanese backdrop to draw people in and give them the chance to sample the beer.
The activity will be supported at the bar with rate of sale driving promotions and competitions including an ‘instant win’ and a ‘text to win’ mechanic with a trip to Tokyo on offer to ensure that it adds value for licensees and encourages purchase.
Selected outlets will also have Artist, Dan Kitchener working live on site to create bespoke Japanese- inspired pieces and create a sense of theatre in the bar.
Phil Toms, director of brands at Wells & Young’s said: “Awareness of Kirin Ichiban has continued to grow steadily in the last year, alongside an increasing consumer interest in premium world lager. Consumers who have tried Kirin Ichiban tell us how much they love it and feedback indicates that there is a real appetite to see the brand more widely available".
The campaign will run throughout the summer until the end of August.