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Apr 15 2021

How Are Alcohol Brands Celebrating the Pubs Reopening?

For the first time in months, pubs, bars and restaurants have reopened their doors to avid drinkers and diners in England. Groups of 6 can now sit outside in a pub garden and catch-up over their preferred tipple. 

Over the various lockdown periods, the UK population have changed their drinking habits drastically. The end of 2020 saw consumers becoming significantly more mindful and conscious about what they put into their bodies, alongside a 30% increase in searches for non-alcoholic drinks in the UK.  To further this, around 1 in 4 adults are looking to cut down the amount of alcohol they drink. However, as pubs and bars reopen, many alcohol brands are unsurprisingly expecting a huge rise in sales as customers make up for lost drinking and socialising time. 

With this in mind, we’ve taken a look at how some alcohol brands are enticing pub-goers to buy their products.

Stella Artois launches “Stella Tips”

Stella Artois is celebrating the reopening of UK pubs, bars and restaurants with a new campaign that supports staff within the hospitality sector and building nostalgia for the brand. “Stella Tips” will be rallying support for the staff hit hard by lockdown restrictions during the various lockdowns throughout the pandemic. By giving £1 tip for every pint of Stella sold for a month, starting from 12th April (with £500,000 available for the scheme), more than 12,000 hospitality staff will be able to benefit.

To support the initiative, a national campaign will air on TV and outdoor sights. The campaign includes edited highlights from Stella’s advertising catalogue and marks the return of the “Reassuringly Expensive” tagline—something nostalgic for older drinkers.

The campaign is also being supported by influencer marketing across different social media platforms. Stella are leveraging celebrities and influencers to encourage pub-goers to support the initiative.

Aperol gives away free drinks

The Spritz brand, Aperol, is giving away 100,000 free drinks to celebrate pubs, bars and restaurants reopening. From April 12th, pub-goers can order two Aperol Spritz at any pub, bar or restaurant in England, Wales and Northern Ireland, and Aperol will reimburse them for the price of one.

Customers can sign up to the initiative by filling out a form and registering an account. Between April 12th and 31st April, customers can save their receipts showing their order of two Aperol Spritz and then fill in a redemption form and upload their receipt. Aperol will validate the receipt and then refund the customer £8. 

There is a maximum of one refund per customer. In order to make the most of the deal, customers must sign-up before May 17th.

Teremana Tequila covers your guac

In the US, customers who visit bars and restaurants and order guacamole with any Teremana Tequila cocktail will be reimbursed for their guac dip by Dwayne “The Rock” Johnson. Available through 1st to 5th May, the campaign was designed to encourage customers to drink and dine out (sitting in or taking away) and support restaurant owners following the pandemic.

The campaign, titled “Guac on The Rock” will result in Johnson personally Venmoing customers up to $10 when purchasing guac alongside his tequila. Teremana Tequila launched in the US in March 2020, and in Canada in March 2021.

Tesco says “pop to your local”

As pubs with beer gardens reopen in England, Tesco has taken the moment to remind its shoppers to support their local. The ad reads “Pop to your local if you can,” inside an enticing pint of beer.

The ad has been widely commended across social media since it began, with many people congratulating the supermarket. The ad encourages customers to support local pubs (if they feel safe to) and forgo telling them about alcohol deals available in store. Signed off with Tesco’s classic “every little help,” the ad is promoted in newspapers, billboards and across the internet and social media.

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