Love Island TV star teams up with Budweiser alcohol-free beer

By Nikkie Sutton

- Last updated on GMT

Marketing push: AB-InBev is ramping up its Budweiser Prohibition Brew's advertising campaign
Marketing push: AB-InBev is ramping up its Budweiser Prohibition Brew's advertising campaign

Related tags: Advertising, Alcoholic beverage, Beer

AB InBev-owned Budweiser has announced a new marketing campaign, which involves Love Island star and personal trainer Gabby Allen for the brand’s first alcohol-free beer – Prohibition.

The brew and Allen will be unveiling a fleet of "beer floats", that will travel across the country, giving away free cans of Budweiser Prohibition.

Budweiser Prohibition Brew has partnered with Street Feast to encourage those who want to moderate their alcohol intake when they are out.

Until 3 February, Dinerama in Shoreditch and Giant Robot in Canary Wharf, both in east London, will host the first Budweiser Prohibition taste test, where drinkers will be challenged to taste three different Budweiser beers and guess which is the new Prohibition brew, with winners receiving their next Bud for free.

Social campaign

The campaign is also supported by an out-of-home advertising campaign, as well as digital and social content across Facebook, Instagram and YouTube.

It will also focus on Budweiser Prohibition Brew’s taste and show consumers they can still enjoy a beer with friends if they choose not to drink alcohol.

This is supported by research conducted by Bud’s parent company AB InBev, which revealed that Brits are drinking less alcohol – a trend that is being driven by Millennials – with the low and no-alcohol beer category growing by 19.5% in the UK over the past 12 months.

Healthy-living trend

Budweiser senior brand manager Sascha Cordes said: “We are incredibly excited to launch Budweiser Prohibition Brew to the UK, our first-ever alcohol-free beer and ever more excited to unveil our fleet that will be delivering the brew up and down the UK, helping the nation stick to their goals this January and beyond.

“People today are increasingly drinking less alcohol, as part of the broader healthy-living trend. In 2018, we predict this trend to continue and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”

Related topics: Beer

Related news