Rourke boxes clever with alcohol-free Bavaria beer

06 August, 2010

Actor Mickey Rourke, who is better known for his hard drinking than for his ­abstinence, is the surprise new face of the alcohol-free version of Dutch beer brand Bavaria.

A TV and billboard ad campaign will be shown throughout August, when The Wrestler star will be seen knocking back a beer without realising it is alcohol-free.

UK marketing manager Sean Durkan said: “It says much about the rise of the Bavaria brand that we were able to attract a Hollywood star of Mickey Rourke’s calibre to feature in our latest campaign.

“Our investment in the campaign indicates the importance we place on the category and its growth potential.”




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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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