Real Men offered Bavarian choice

07 September, 2007

Dutch brewer Bavaria is sending out an anti drink-driving message with a new ad for its alcohol-free Bavaria Malt.

The TV ad, running on a number of sports channels, is the latest strand of the company's Real Men campaign.

Featuring a bottle of Bavaria Malt in place of a gear stick, the ad will highlight the anti drink-driving message while indicating that drivers can have more than soft drinks on a night out.

Sarah Swainson, Bavaria UK marketing manager, said: "This campaign is not about taking the moral high ground but simply communicating to viewers that they have a more varied choice when driving on a night out than they may have previously realised."

Off-sales of Bavaria Malt

rose by 31 per cent in the year to July 17, according to Nielsen. " It's brewed without using any alcohol, resulting in a 0 per cent alcoholic volume, but the careful brewing process ensures it retains the taste of an alcoholic beer," said Swainson.




Bookmark this


Site Search

COMMENT

Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter