Jokes at tram expense brew up interest in Deuchars IPA

Published on Wednesday 16 September 2009 09:54

TRAM chaos is set to feature in a major new marketing campaign for Edinburgh beer Deuchars IPA.

The Caledonian Brewery has booked a massive billboard at Haymarket Station to promote the favourite beer of Ian Rankin's Inspector Rebus.

And it intends to use the space to make weekly comments on Edinburgh news stories.

Bosses say trams are certain to feature in the seven-month campaign because the station is at the heart of the tram work chaos.

They hope to use the new campaign to reinforce Deuchars' image as an Edinburgh beer and the city's equivalent to Guinness in Dublin.

It is the initial stage of its first ever UK-wide marketing push, which it hopes will benefit from the awareness people across the UK have of the brand as the beer of choice for Rebus.

The company is keeping tight-lipped about future ideas for the campaign but it is expected to target real ale strongholds in the north of England next, then a third push will focus on locations in southern England.

Cameron Mather, marketing director at the Caledonian Brewery, said: "A lot of what we do at Haymarket will depend on what is happening locally in the news.

"We will definitely be looking to see the trams mentioned, particularly since it is such a big subject in that location.

"We want the brand to show that it is right up to speed with local culture and local news."

A teaser message has been put on the billboard this week, with Deuchars' new slogan, "naturally brilliant", although initially with no mention of what brand the words refer to.

It will now be updated every Monday, with the intention of making comment on stories that will dominate local conversation that day.

Although Deuchars has been promoted strongly at one-off events and on Lothian Buses, this will be its first co-ordinated multimedia campaign.

As well as traditional billboards, radio and press advertising, the push will also feature subtle "viral" marketing. A new modern illuminated beer pump – or "font" – has also been launched in a bid to attract a new market to the beer.

Deuchars IPA is among the first cask beers to introduce permanent standalone lighted bar fonts, like many of the big-name lager brands.

It has been introduced at five Edinburgh bars this week, including Whighams and Bennet's, and will be rolled out in more than 100 bars across the UK next week.

Earlier this year, bosses at the Slateford Road brewery had to look at reducing costs as a result of a drop in beer sales and increases in the cost of hops, barley, gas, electricity and distribution.

Caley managing director Stephen Crawley today said that pushing the brand through marketing and parent company Heineken's distribution channels could help guarantee the future of the brewery. He said: "At the moment the guys in the brewery are very busy. We are constantly getting visits from Heineken people and they have big plans to grow the brand in the on-trade, off-trade and globally."