The activities form the key elements in the biggest above and below-the-line campaign ever seen for the brand now the third-biggest selling cask ale in the country. Beer drinkers in the selected outlets will be able to collectspecial cards and enter a prize draw. "With any luck, licensees will be rewarding a loyal customer and at the same time watch their profits increase," explained marketing manager Sarah Whyte. She said the promotions were "the stuff of dreams" and an initiative designed to capture the imagination of drinkers and drive extra beer sales for licensees. Whyte claimed the TV ads had already attracted new recruits, while encouraging existing IPA fans to come back for more. "Just as significantly, licensees are giving us really positive feedback," she added. * * * * * West London brewer Fuller's has given its award-winning bottle-conditioned beer, 1845 a new look. A packaging makeover will reflect the brand's success at this year's Camra Great British Beer Festival its second "gong" at the Olympia showcase on the neck and body label. Golden styling has been worked into the original design to make it more striking, and it's planned to be available from the middle of December. The beer was launched in 1995 to commemorate Fuller's 150th anniversary, and sales volumes increased by 41% in the past year. Commented beer and brands director John Roberts: "I believe that bottle-conditioned alesare an important and growing sector of the beer market." Among free-trade pubs stocking 1845 are the Coopers bars on mainline London railway stations. * * * * * Top-selling Czech premium lager Budweiser Budvar has launched a new range of point-of-sale material through its Customer Careline. Items available include stamped glasses, posters, beer mats,tent cards and five logo embroidered T-shirts in all sizes. "We have carried out a lot of research to find out exactly what stockists want and in what quantity, and this is the result," said operations manager Tim Marks. "We are already evolving further PoS kits for release next year." By ringing the helpline on 0845 8504030, Budvar promises licensees can get the new PoS sent directly to their outlets within 48 hours of placing their order, free of charge. * * * * * Japan's best-selling beer, Asahi, is back in London with a new advertising campaign over the next month. This pre-Christmas activity will begin on Monday and features six-sheet backlit posters on 150 sites around the London Underground. Marketeers promise two executions, both featuring "simple yet strong visuals with humour". They've targeted the style bar audience, and have won listings with the Po Na Na chain as well as Wagamama and Yo! Sushi. * * * * * Cains is fast out of the traps for the festive season, the Liverpool brewer launching its Christmas Ale and Christmas Lager in 500ml bottles from the end this month. Both weigh in at a premium-positioned 5% abv, with the alecontaining seasonal fruits and spices such as nutmeg and raisin.