Kestrel Premium Lager Launches ‘Hole in One’ Golf Campaign
09 Apr 2014 --- Kestrel Premium Lager, crafted in Scotland, is launching a national marketing campaign that champions renaming golf’s most coveted prize, the famous ‘hole in one’, to scoring a ‘Kestrel’ in order to raise awareness for dwindling populations numbers of the iconic bird of prey.
Rolling out across potentially 250 golf clubs initially throughout Scotland, the campaign will be supported by PR and ‘in-club’ marketing collateral which will include posters, branded beers mats and other bar signage. Golf has a number of bird terms including Eagle, Birdie and Albatross, but the hole in one does not. Kestrel intends to change this and will petition the R&A to have the term scoring a ‘Kestrel’ for the hole in one.
Golfers up and down the country will be invited to join the Kestrel Club upon scoring a ‘Kestrel’ and will be rewarded with a signed certificate, an exclusive Kestrel ball marker and the chance to win up to £100,000 at a special golfing tournament hosted by Kestrel, where club members will be offered two attempts to score a hole in one for their chance to get their hands on the grand prize*.
The campaign coincides with the launch of the Kestrel’s first foray into a 330ml bottle which aligns the brew with Kestrel lager’s premium positioning. The new look bottles will launch from the beginning of April and will be available in a 4-pack as well. Previously only available in can format, the bottles will share the same family characteristics of premium quality while offering a superb taste experience.
Kestrel prides itself on being a genuine craft premium lager with real provenance. Kestrel brews using local Scottish barley and water from a local natural source, making Kestrel a truly British lager. Kestrel is brewed using the Holy Brewing Method. As part of a 9 stage brewing process, fermentation alone is for a full seven days including the Sabbath. Kestrel is brewed using a lower carbonation level and crushes its malt rather than grinding which is more expensive.
Nigel McNally, managing director of Brookfield Drinks explains: “Our Hole in One campaign will enable the brand to engage with one of our key demographics, while presenting us with further on-trade listing opportunities. The Kestrel hole in one activity provides support to golf clubs who are experiencing a tough economic time at the moment. It will also reinforce the need to address the decline in the kestrel population which is now threatened. The launch of our new 330ml Kestrel bottle at 5% ABV is at a time when other brands are reducing the size of their bottles and lowering their ABVs. Kestrel continues to takes the high ground in terms of integrity in the lager sector. ”
