Brixton Brewery, the South London craft beer brand, has launched its first out-of-home advertising campaign. The Get a Taste of Brixton campaign celebrates the birthplace of the brand and all the wonderful characters and cultures that combine to make Brixton famously one of the most vibrant communities in the UK.
Get a Taste of Brixton aims to bring people together through a shared love of great beer and features London models of all ages in a nod to the brewery’s most recent launch – Generation Pale Ale – where all proceeds were donated to Age UK, which was an active partner in the launch.
First appearing across 48, 16 and 4 sheets throughout June in London and digitally, the brewery has plans to roll the campaign out nationally in 2022. Doing exactly what it says on the tin, the OOH and digital advertising feature QR codes and direct links respectively which, once scanned or clicked, will reward consumers with a free pint at the Brixton Brewery Tap Room.
Brixton Brewery co-founder Jez Galaun said: “We have always had the goal of putting Brixton on the map for great beer. Launching our first advertising campaign is another major milestone for our brewery. We’re serious about growing the brand and are confident in the booming craft beer sector here in the UK.
“We expect this campaign to help capture more eyes, hearts and mouths of beer lovers across the UK and so starting in our heartland in the capital, we will reward our fans with free pints when they see our campaign on the street. Brixton is a proud community, and we work hard to brew beers that make our neighbours proud. We hope Get a Taste of Brixton will make our community proud too.”
The Craft category is booming across the UK and is predicted to continue growing to 10% market share by 2025, with Lager holding the biggest share in the category. Craft currently delivers over two times more RSV than Classic Lager, sitting at £4.01 APPL compared to Lager’s £1.86 APPL. Although penetration of the category is currently 18.7% and spend per buyer is up by 35%, there are still many more drinkers to recruit to the category.
Brixton Brewery is available to the convenience channel through a number of leading wholesale distributors including Matthew Clark, Bibendum and cash & carry. The brand now boasts rapid delivery in selected areas through delivery partners Getir and Gorillas too.
