The To The Pub American Pale Ale Supports UK Pubs
Michael Hemsworth — June 23, 2020 — Marketing
References: camdentownbrewery & foodbev
The To The Pub American Pale Ale is a new offering from the Camden Town Brewery that aims to offer consumers a premium drink to enjoy that will also work to support pubs in the UK. The beer will be sold in cans through the brand's website and through select retailers in July, and will see proceeds from the sale going towards supporting pubs when they reopen in the UK. The brewery has pledged to give away 260,000 pints of the new beer to on-trade customers to help them boost their profits in the midst of the COVID-19 pandemic.
Founder of Camden Town Brewery Jasper Cuppaidge spoke on the new To The Pub American Pale Ale saying, "Never would I have thought that the industry that’s brought me so much, would need so much help to survive. By drinking To The Pub, whether it’s a six-pack ordered online, a can you picked up at the shop, or enjoying as a pint in the pub, you’ll be giving back to the hospitality industry when they need it most.”
Founder of Camden Town Brewery Jasper Cuppaidge spoke on the new To The Pub American Pale Ale saying, "Never would I have thought that the industry that’s brought me so much, would need so much help to survive. By drinking To The Pub, whether it’s a six-pack ordered online, a can you picked up at the shop, or enjoying as a pint in the pub, you’ll be giving back to the hospitality industry when they need it most.”
Trend Themes
1. Pub-supporting Beers - Breweries are producing beers that will help support pubs and bars during the pandemic and beyond.
2. Cause-marketing Beverages - Beverage companies are creating products that benefit charitable causes or support industries struggling during the pandemic to appeal to socially conscious consumers.
3. Direct-to-consumer Sales - Brands are expanding their direct-to-consumer sales channels to reach customers during the pandemic and offer more convenient purchasing options.
Industry Implications
1. Brewing - Breweries can capitalize on the trend of producing beers that support pubs and bars by creating more cause-driven products and partnerships, potentially leading to increased sales and customer loyalty.
2. Hospitality - Pubs and bars can take advantage of the support from beer manufacturers to gain a competitive edge in attracting socially conscious consumers, who may favor businesses that give back to their communities.
3. E-commerce - Companies in the e-commerce industry can work with breweries and other beverage companies to expand their direct-to-consumer sales offerings and diversify their product portfolio, potentially leading to increased revenue and market share.
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