Marston’s is investing more than £1million over the next 12 months in a new promotional campaign with Burton-on-Trent at its heart.
The range of seven beers that includes the iconic Marston’s Pedigree and the newly created 61 Deep will boast new packaging, pumpclips, point-of-sale materials and a younger tone of voice, designed to convey a compelling meaning behind each of the brand’s stories.
A new consumer campaign, From Burton With Love, shot by Skins photographer Gavin Watson, will depict the brand’s proud Burton-on-Trent roots and brewing back-story using Marston’s employees and local people scouted from the streets in everyday situations and locations.
In addition to a new beer range, Marston’s Burton-on-Trent brewery will develop its NPD pipeline in DE14, a new 600-pint innovation brewery inspired from the brewery’s postcode.
Lee Williams, marketing manager at Marston’s Brewery, said: “The harsh reality is that, as a brewer, we’re not resonating with the next generation of drinkers who are attracted to the authenticity and simplicity of the new beer scene. For them it’s real and it resonates.
“Talk to anyone working at our brewery in Burton, though, and you realise that we’re no different and share the same passion and love for what we do. So you could say this is just about us presenting ourselves in a new and honest way, as only a true Burton brewery can.
“We need the next generation to consider our beers, perhaps for the first time, and discover that they love the taste too — just as generations before have done and still do.”
