St Austell Brewery is unveiling its biggest ever integrated marketing campaign for Tribute, with advertising across the industry trade media.
Designed to bring to life Tribute’s strong provenance and taste credentials, all activity will communicate the beer’s proposition, that “Quality speaks for itself”.
The new campaign will be supported by comprehensive outdoor and print advertising, digital, in-store and PR activity. A new Tribute brand video is also being launched at the same time as a new website
St Austell Brewery’s flagship beer has grown from strength to strength and Tribute is now firmly fixed as one of the UK’s leading premium cask ale brands. The 4.2% ABV beer was first brewed by St Austell Brewery’s head brewer Roger Ryman in 1999 as a short-term ale to celebrate the total eclipse of the sun. In 2001 Tribute was launched as a new permanent beer and has enjoyed steady growth ever since.
As well as being well stocked in pubs and bars across the country, Tribute is available in supermarkets nationwide, on British Airways and Flybe flights, and on GWR trains.
‘Competitive sector’
Jeremy Mitchell, marketing and communications director at St Austell Brewery, said: “The theme of quality is at the heart of the new campaign and it celebrates all the attributes we’re proud of: ingredients, process, taste and consistency. Whilst Tribute has continued to outperform the cask ale category, we know it’s a fiercely competitive sector and we want to keep Tribute at the front of the pack.
“This is our biggest ever marketing investment in one of our beers, and after an extensive brand review and customer research, we’ve developed the new campaign to celebrate the qualities that Tribute fans love most about the beer and what is important to them.”
Tribute is brewed using Cornish-grown barley, water from St Austell Brewery’s own water supply, and three distinct hop varieties.
St Austell Brewery worked with creative agency A Little Bird, and Smithfield as the media agency, to develop the ‘Quality speaks for itself’ brand positioning and launch campaign.
Tim Solano, managing partner at A Little Bird, said: “We are delighted to have been given the opportunity to continue building a Cornish icon into a national brand. Beers with the quality, care and attention to detail shown by the St Austell Brewery team are exactly what the modern drinker is looking for.
“This launch starts an exciting next step in the future growth of the brand that shows a clear commitment to both consumers and customers.”
