Guinness has invested in a new “seven figure” above-the-line marketing campaign for its Hop House 13 lager, six months after the Dublin-based brewer revealed plans to bring the brand to the UK.
Launching this month, the campaign will include the first British television advertisement for Hop House 13, running for five weeks and designed to build excitement and awareness around the premium-crafted lager, which is brewed with Guinness yeast, Irish barley and hops from both Australia and the US. Following a successful launch in Ireland last year, Hop House 13 is now available on draught in more than 1,000 on-trade outlets in Britain, as well as through off-trade operators.
The marketing effort has been designed to drive awareness of the launch and showcase the quality and craftsmanship of Hop House 13. Alongside the TV advert, activity on YouTube will seek to maximise consumer reach while Guinness will utilise social media to help present Hop House 13 as an “accessible option for consumers looking to explore the growing beer category”.
Guinness marketing director Stephen O’Kelly said: “Consumer excitement for products created with craftsmanship and character has brought a new energy into the world of beer. The launch of Hop House 13 and our supporting campaign is positioned to help licensees maximise the opportunity and drive incremental sales as a result. The Guinness endorsement also enables licensees to tap into the strength of 256 years of brewing passion and heritage whilst making the most of a name that’s trusted by 94% of consumers.”
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