AB INBEV LAUNCHES ‘BECK’S BLUE MONDAY’


Do you have an extra helping of the Monday blues? If the answer’s yes, there’s a reason for it. Today is Blue Monday – officially the gloomiest day of the year. The festive fun has worn off, the Christmas spending has caught up with us all and we’re considering giving up on resolutions.

But Brits can expect a surprise this January in the form of a free bottle of alcohol-free Beck’s Blue, as AB InBev launches the first ever Beck’s Blue Monday.   The campaign aims to get Britons out of the house and into their local with the offer of a free bottle of Beck’s Blue from 21st – 27th January.

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, according to research cited by the company.

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 through 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.”

He continued, “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.”

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