400k support for Windhoek

27 August, 2010

Diageo has announced an autumn marketing programme to promote Windhoek, its Namibian lager.

The £400,000 investment in the brand, launched in the UK in April, includes cinema and print advertising, sponsorship and PR.

Activity will begin from September and is aimed at 25-45 year old men.

A 30-second cinema ad will run in premium cinemas nationwide for two months from October inviting consumers to “discover the taste of pure Namibian adventure”. A national press campaign will feature images of the Namibian wilderness.

Windhoek is also a sponsor for the Adventure Film Festival 2010, which showcases adventure movies at cinemas across the UK.

“Adventure ambassador” Riaan Manser is appearing at six cinemas to “share his passion for adventure”.

Richard Barlow, marketing manager for packaged beer at Diageo GB, said: “We are committed to building Windhoek into the first successful African world beer brand in Great Britain.

"In a short period of time we have made significant progress in making the brand widely available to retailers and we’re now investing significantly to generate strong awareness amongst our target market with our new campaign.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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