06 September, 2005

UK: Budvar deploys a “10 commandments of the righteous brewer” campaign

The “10 commandments of the righteous brewer” are the focus of a new point-of-sale campaign deployed by Budweiser Budvar. The campaign was influenced in a great measure by a recently deployed survey by the National Organisation for Imported Beers, which found two-thirds of consumers were not interested in whether a beer was genuinely imported or not.

The religious-style posters are backed up by tent cards and beermats showing out Budvar’s commandments such as “thou shall remember that a good lager takes time” and “thou shall only brew with virgin hops”. Those principles include a commitment to traditional brewing practices such as the use of natural materials from which an authentic beer must be brewed.

The sales and marketing director of Budvar UK, Neville Hall said: “Budvar sells on quality first, quality second and quality third. Our new POS emphasises this.”

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