InBev introduces a new look for XXXX to highlight Aussie heritage

InBev has introduced a new look for its lager brand XXXX. Statements about the nature of the brand - such as "A beer not a lifestyle choice" and "Goes with meat or fish or neither'" -supported by a new "Thank XXXX for that" strap line, will be flashed across the new can and bottle instead of traditional branding.

The launch will be supported by a national sampling campaign which will take place later this summer.

Cormac van den Hoofdakker, senior brand manager for XXXX at InBev UK, said: "This high-impact approach highlights XXXX's Aussie heritage and the fact that the brand is all about enjoying a beer with mates."

The new branding will be featured on the 440ml and 500ml can as well as the 275ml bottle and the 12- and 24-can bulk pack range. It will also feature on an eight pack, flashed '8 tinnies for £5'.

There will also be point of sale material communicating the same theme.

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