The Whitbread Beer Company has hired Communique PR for the launch
of its new ’hybrid’ beer.
The 12-month campaign will build the profile of Boston Beer, which
Whitbread claims is ’brewed like an ale, settles like a stout and is as
light as a lager’. Already available in selected pubs, Boston Beer will
be available in draught-flow cans through Threshers and Safeway from 1
Full national availability is scheduled for April and Whitbread is
planning a major PR push beginning 31 March.
Communique will focus on ABC1 18 to 30-year-old males and ’repertoire
drinkers’, who choose brands because they are trendy and new. The
campaign will target men’s lifestyle magazines along with product
sampling. Whitbread is also planning a major TV ad campaign for the