Marston’s Brewery has launched a consumer promotion across all channels for the chance for one lucky winner to brew their own beer in the 600-pint innovation brewery, DE14, with the expert help of head brewer, Patrick McGinty.
When the beer is ready to drink, the winner will get the chance to throw a party for ten people in the DE14 visitor centre at Marston’s, in Burton Upon Trent, as well as the chance to have it on the bar of their local pub.
The promotion builds on the From Burton With Love strapline that puts the Burton Upon Trent location firmly at the centre of its campaign, celebrating its heritage as the spiritual home of brewing, because of the town’s brewing history and unique water.
Entrants for the competition, which runs until August 31, will be asked to enter their details online at www.marstonsbrewery.co.uk/brew and the competition will feature across all Marston’s Brewery social media channels and in trade publications.
On trade stockists of two nine-gallon containers of any of five Marston’s Brewery beers will receive a point of sale kit, including a pumpclip with promotional halo, drip mats and bar runners. Purchasing an additional nine gallons will earn stockists a dozen branded pint glasses.
The promotion will be communicated on bottles of Marston’s brewery beers in the off-trade with promotional neck collars. The Marston’s Pedigree version will also feature new information for drinkers about Pedigree’s recent move into being bottle conditioned, tagged as ‘A-Live Beer’.
Joanne Wyke, marketing manager for Marston’s Brewery beers, said: “We want to give one lucky drinker the chance to experience the passion, pride and purpose that we pour into every pint of Marston’s Brewery beer, and showcasing our brewery and people are the best way to achieve that.”
The Marston’s Brewery beers range was given a striking new look in November 2016 in a revolutionary departure from its traditional imagery in a bid to attract a new generation of drinkers with Marston’s story in Burton at the heart of the new campaign.
In rejuvenating the positioning and identity, Marston’s has invested in new packaging, pumpclips, point of sale materials and younger tone of voice to convey a compelling meaning behind each of the brand’s stories — an assertive position that is “100% Burton”.
