InBev UK has launched Brahma, its Brazilian premium lager, into the take-home market with a £5m support package.
It is being made available in four-packs across specialists, convenience and multiple grocers with a recommended retail price of £4.19, in six-packs in a branded carry case with handle with an RRP of £6.49, while a 12-pack will be offered to independent retailers through cash and carry outlets with an RRP of £11.99.
The roll out will be supported by a nationwide poster campaign as well as a national magazine campaign in titles such as NME, Q, Time Out, The Guardian, The Times and The Independent.
Stuart MacFarlane, managing director of take home sales, said: “The new advertising campaign is set to raise consumer awareness and tap into the enthusiasm we’ve already seen for the brand just as take-home availability takes off. Brahma has huge potential for growth and the support behind the brand will ensure retailers are well placed to maximise its sales potential.”
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