3 First-Quarter Beer Promotions

By 
Steve Holtz, Editor in Chief, CSP Daily News

Amstel Xlight

WHITE PLAINS, N.Y. -- Heineken USA will bring its new Amstel Xlight beer to Arizona, Texas and Massachusetts with a promotional campaign to highlight that Xlight is “the first beer to embrace fitness in all forms.” At 90 calories, 2 grams of carbs and 4.2% alcohol, Amstel Xlight “embraces fitness for everyday people, who exercise to stay in shape, are active for the sheer fun of it, and for whom life is their workout.”

“Life is busy,” said Jessica Robinson, vice president of Amstel. “Drinkers recognize the challenges of juggling life while trying to stay fit and are looking for a beer that doesn’t weigh them down or hold them back. Being fit is important, whether that means keeping up on a treadmill or keeping up with family. That’s OK, because life is so much more than what happens in the gym. We’re reaching out to beer drinkers who have figured out how to stay fit and still have a life.”

The new “Fit for Real Life” marketing campaign beginning in February invites consumers to embrace life’s workout, while choosing a light beer they can feel good about. A social engagement platform that includes a series of digital videos position Amstel Xlight as the choice for consumers who strive for an active lifestyle. The spots all end with the tag, “The 2-carb, 90-calorie beer that’s fit for real life.”

Also, Amstel Xlight is the official beer of 2018 Spartan Race in Arizona, Texas and Massachusetts.

Murphy’s Stout

Murphy’s Stout announced the details of its 2018 “Celebrate with the Perfect Pour” St. Patrick’s Day retail and on-premise program. Program elements invite legal-drinking-aged consumers to celebrate with Murphy’s on March 17 by pouring the perfect Murphy’s Stout through interactive engagement and enter for a chance to win a trip to Ireland.

“During the period leading up to St. Patrick’s Day, Irish beers take center stage at retail outlets and on bar and restaurant beer menus,” said Amberly Hilinski, senior brand manager for Murphy’s Stout. “In 2017, the holiday delivered an incremental $25 million to the category. By prominently displaying Murphy’s Stout along with other import beverages, retailers can benefit dually from the spike in Irish beer sales and consumers’ desire to experiment with new, authentic brands.”

Retail and on-premise visibility items include posters, tuck cards, table tents, glassware and tap handles, along with pint cup, pouring spoon and balloon giveaways. In the sweepstakes, one grand-prize winner will enjoy a trip for two to Ireland, with stops in both Dublin and Cork, the home of Murphy’s Stout.

Murphy’s Stout is part of White Plains, N.Y.-based Heineken USA’s Five Points Trading Co. portfolio.

Newcastle Brown Ale

Newcastle Brown Ale is going back to basics to drive consideration and trial through nontraditional and grassroots platforms. For 2018, Newcastle launched its “Get Your Skis On” winter ski program aimed at driving ski traffic to partner resorts in Colorado and California while increasing engagement with and trial of Newcastle Brown Ale.

At the heart of the promotion, Newcastle Brown Ale is partnering with radio 93.3 FM in Denver, radio 106.7 (KROQ-FM) in Los Angeles and 103.5 FM in San Francisco to drive consumer consideration. Branded radio spots along with banner ads, promotional information, email blasts and social-media posts invite consumers to go online for the chance to win merchandise and lift passes to Arapahoe Basin in Keystone, Colo.; Big Bear Mountain Resort in Big Bear Lake, Calif.; and Sugar Bowl Ski Resort in Norden, Calif. In addition, Newcastle Brown Ale activations in local on-premise accounts will engage patrons through live radio feeds and giveaways. Point-of-sale and merchandise items such as posters, beanies, helmets and skis are available to decorate accounts and encourage patrons to choose Newcastle Brown Ale to celebrate the ski season.

Newcastle Brown Ale  is part of White Plains, N.Y.-based Heineken USA’s Five Points Trading Co. portfolio.