Brains Dark gets Halloween push

Brains Dark is running an off-trade Halloween promotion, after a similar push last year brought a 30% sales uplift.

Neck collars, display stands, Halloween-inspired recipe cards and other POS materials all form part of brewer SA Brain’s No Trick, Just a Treat campaign. It will also be promoted in social media.

Head of take-home Paul Harvey said: “Treacle in colour and with hints of chocolate, liquorice and coffee, we think Dark is the perfect Halloween beer, but we needed to better communicate that to customers. 

“Last year we started with simple bottle labels, but this year we’re extending the promotion to increase trial and visibility. We are not the first beer to see the opportunity that Halloween brings but we are the only local choice in Wales.

“We see a real opportunity in beer and food matching. Over the coming year we’ll be developing more recipes using beers from our range and plan to promote in store and online”.  

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