Damm good show at Pitcher & Piano

By Jessica Harvey

- Last updated on GMT

Related tags Estrella damm Anheuser-busch

Estrella: Pitcher & Piano link-up
Estrella: Pitcher & Piano link-up
Anheuser Busch has revealed details of its partnership with Pitcher & Piano in the UK to promote the Estrella Damm brand.

Anheuser Busch (A-B) has revealed details of its partnership with Pitcher & Piano in the UK to promote the Estrella Damm brand, and how it plans to encourage people to visit the pub chain through a range of branded Oyster cards.

A-B marketing director for Estrella Damm James Whiteley told the Morning Advertiser that the activity, which lasted for up to six weeks between June and July, was "a classic bit of brand-in-hand media to drive footfall into its accounts and drive trial and awareness of the brand".

"We branded Estrella Damm on the front of the Oyster card, and on the back there was a listing of where to go to experience the brand. Within that there was an added chance to try the brand once you got there."

Whiteley added: "It [Estrella Damm] is a focused brand, which makes sense in the UK marketplace. Obviously, the dominant brand in the UK is Budweiser, but the business has actually made a decision to develop and introduce other beers into the UK marketplace.

"In 2009, you'll continue to see us invest in the brand, but in a way that is fitting. There will be key areas that have our geographic focus. We'll explore links with food and how we can present that in both on and off-premises. We've used outdoor and print media — there will be more of the same."

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