Real Men offered Bavarian choice

07 September, 2007

Dutch brewer Bavaria is sending out an anti drink-driving message with a new ad for its alcohol-free Bavaria Malt.

The TV ad, running on a number of sports channels, is the latest strand of the company's Real Men campaign.

Featuring a bottle of Bavaria Malt in place of a gear stick, the ad will highlight the anti drink-driving message while indicating that drivers can have more than soft drinks on a night out.

Sarah Swainson, Bavaria UK marketing manager, said: "This campaign is not about taking the moral high ground but simply communicating to viewers that they have a more varied choice when driving on a night out than they may have previously realised."

Off-sales of Bavaria Malt

rose by 31 per cent in the year to July 17, according to Nielsen. " It's brewed without using any alcohol, resulting in a 0 per cent alcoholic volume, but the careful brewing process ensures it retains the taste of an alcoholic beer," said Swainson.

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