On Blue Monday, Brits will be able to redeem a free bottle of Beck’s Blue at their local pub as a treat on the gloomiest day of the year.
The campaign will offer a treat to Brits on the gloomiest day after the festive fun has worn off, the Christmas spending has caught up with them and they’re considering giving up their resolutions. In addition, the campaign gives pubs and bars a welcome boost in a traditionally quiet month.
The campaign aims to get Britons out of the house and in to their local with the offer of a free bottle of Beck’s Blue from 21st – 27th January, reminding punters they can still enjoy the pub without the alcohol. Beck’s Blue Monday, in partnership with Mitchell and Butlers, will be activated in more than 1,000 pubs and bars across the UK including All Bar One, Nicholson’s, Vintage Inns and O’Neill’s. A full list of participating venues is available here.
This year, 4.2 million people are estimated to be cutting out drinking in January which is indicative of the rapidly growing trend for moderation in the UK as a third of under 25s now say they are teetotal. By the time Blue Monday rolls around many Brits will be tempted to break their alcohol-free New Year resolutions. Indeed, AB InBev’s own research, conducted last year, revealed January 20th was the day consumers are most likely to give them up. As a result, the company is looking to support these Britons and remind them of the broader range of options available to them.
Benefits to the On Trade
The benefits of Beck’s Blue Monday for the On Trade are clear. January is traditionally a challenging month for pubs and bars where drinks-led businesses have to become more agile to maintain sales, so this activation – which is only redeemable in pubs and bars – will help drive consumers into venues. This then offers pubs and bars the opportunity to show a new audience the wide range of food, drink and activities on offer, increasing the amount spent there and the chance to win new regulars.
At the same time, the initiative positions participating businesses as champions of moderation, responding to the wants and needs of their customers.
Rory McLellan, On Trade Sales Director, AB InBev UK, commented: “When speaking with our partners we often hear the same concerns: after a busy Christmas and New Year’s, pubs struggle to get people though the door in January. We wanted to create a fun campaign that would help the On Trade boost footfall while also being mindful of consumers’ growing appetite for abstinence and moderation.
“Beck’s Blue with its distinctive, light, crisp refreshing taste is a must-stock for pubs and bars looking to draw people in during the quieter periods, as many will be looking for venues that stock a good selection of low and no alcohol beers. At AB InBev we are committed to offering people choice with our great tasting and diverse no and low alcohol portfolio, and we are delighted that Mitchell and Butlers is partnering with us to help bring a bit of joy this Blue Monday.”
Anna-Marie Mason, Director of Brand Marketing at Mitchell and Butlers, said: “At Mitchells & Butlers, we aim to make everyone welcome, whether drinking alcoholic beverages or not. We also know January is a key period for moderation and, we want to help our customers with their goals. We want them to experience the friendly surroundings of our pubs and bars, but not give up on their resolutions. We are therefore delighted to be partaking in the inaugural Beck’s Blue Monday and to offer visitors to Mitchells & Butlers establishments a refreshing non-alcoholic beverage.”
To claim a free bottle of Beck’s Blue, Britons will be able to sign up on the Beck’s Blue Monday site where they will receive a voucher to be redeemed in select Mitchell and Butler pubs and bars. Check here to find the nearest participating venue.