Communique to launch new hybrid beer

The Whitbread Beer Company has hired Communique PR for the launch of its new ’hybrid’ beer.

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

March, 1997.



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

summer.



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