Beer looks to TV in craft push

THE large percentage of beer drinkers who have yet to sample craft beer are being targeted in a new TV advertising campaign, said to cost £4.5 million, for beer brand Maltsmiths.

The Heineken-owned brand’s advert, which follows a social media and out-of-home marketing drive earlier in the year, aims to showcase the beer and those who make it.

The ad titled When You Love What You Do follows a male and female ‘Maltsmith’ as they dance around a brewery to the song You Make My Dreams by Hall and Oates as the brewery doors open to reveal a large outdoor area with friends enjoying the draught beer.

Izabela Glodek, brand director at Heineken, said: “We’re thrilled to launch our brand new Maltsmiths ad that really shows the passion behind the beer.

“Maltsmiths is the perfect gateway beer for those who want to try craft but aren’t sure where to start and it plays a crucial part in attracting the huge percentage of beer drinkers who are yet to try craft.”