UBREW founders Wilf Horsfall (left) and Matt Denham
Billed as “the beer that all the other beers ask you to drink, London’s UBREW has launched a new brew called Responsibly.
The new low-ABV pale (0.5% ABV) seeks to take advantage of the much-advertised message, “Drink Responsibly”.
UBREW, started out as an open brewery where more than 500 members brew their own beer. It is now establishing itself as a traditional brewery in its own right, with a range of interesting beer styles and label designs.
Co-founder, Wilf Horsfall, said: “We wanted to get the word out about our existing range of beers, as well as to get in on the action of the increasing market for low-alcohol beers. This beer and its hilarious campaign doesn’t take itself too seriously, but it is a serious pale ale, brewed in the proper way.”
Adrian Botan, global executive creative director at agency McCann, added: “We love brands and companies that are ready to challenge conventions in order to innovate in their sectors. UBREW is an amazing partner and had the guts to take this idea all the way.”
