CZECH beer Kozel is the focus of a new marketing campaign designed to drive traffic into outlets.
Miller Brands, the UK arm of brewer SAB Miller, said the activity includes a partnership with Shortlist magazine which will direct consumers to download the Kozel ‘pint finder’ app, allowing them to redeem a complimentary pint of Kozel in participating outlets.
Sam Rhodes, director of customer marketing at Miller Brands, said: “By increasing brand awareness and encouraging consumer trial of Kozel through this campaign, we aim to help licensees take advantage of the increasing trend for world beers, which are growing by 14.8% in value in the on-trade.
“Kozel is a perfect entry-level world beer and represents a real opportunity for licensees to tap into the higher margins world beers offer.”
