Heritage beer brand targets international millennial drinkers with
‘Brewed for the Bold’ positioning
Iconic Sottish beer, Kestrel lager unveiled a brand new 40 sec TV commercial to continue the rejuvenation of the brand and support sales growth in both the UK and export markets around the world.
‘Brewed for the Bold’ airs initially across digital platforms and channels including Samsung TV Plus, Amazon and Insight TV’s international network from 21 March to coincide with the launch of The Flying Kestrel, a new global TV documentary series which tells the story of the beer brand’s renovation of a classic 1935 Riley Kestrel car into a multiple land speed record breaker.
The new commercial – with creative from Walker Agency and production from Spark Content – celebrates those who live life “glass half-full.”
Contrasting high energy and upbeat scenarios ranging from mountain trekking and dance with low octane pursuits including free art and yoga, it emphasises that Kestrel is not brewed for everyone, but for ‘the movers, the shakers, the innovators, the memory makers, the ground breakers and the great creators.’ It denotes a celebration of individuality and people free in behaviour, displaying boldness from a subjective viewpoint.
Famed for its TV ads in the 1980s starring names like with Hugh Laurie and Russ Abbot, the Kestrel brand has undergone a root and branch overhaul since 2012 when it was acquired by Nigel McNally, the CEO and founder of Brookfield Drinks who chose to rebrand and repackage Kestrel and create 5%, 7% and 9% abv variants. Ex-factory data shows that over the last six months the brand has achieved sales growth of over 40% in the UK and export sales expansion of 103% across key developing markets including the US. Recent distribution agreements have been negotiated to take the brand into India, China, Vietnam, Australia and Russia.
The latest campaign will extend into print and digital outdoor supported by dedicated social media, influencer, PR and e-commerce programmes.
“We vowed we would bring this brand back to glory and with our TV documentary going out internationally to an audience of up to 300 million and now with the new commercial, we are truly driving the visibility and brand equity across multiple global markets,” said Nigel McNally.
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