The marketing campaign, dubbed 'Old Cool is the New Cool', aims to strengthen the brand's traditional older male audience but also to introduce it to a new generation.
Wadworth research suggests 68% of drinkers in the 46+ male age group said they were familiar with the brand and still want to drink it but the company now wants to position 6X as the number one drink of choice for this demographic.
History of 6X
The beer was first brewed in 1923 and is an amber ale with malty and fruity notes.
A showcase event took place involving three working shire horses – which delivered the beers to 25 local Wadworth pubs – preceded by three Mini Countryman cars branded with the new 6X logo.
A nationwide tour using the cars will take place, with consumers encouraged to share pictures of the vehicles on social media.
Wadworth head of marketing and communications Elaine Beckett said: “While drinking 6X, this cool generation was wearing Adidas and playing vinyls way before their children and grandchildren.
“This campaign aims to re-engage with the core 6X drinker while attracting their sons, daughters, nieces and nephews and grandkids to enjoy this iconic brew and we look forward to hearing what consumers think.”