Alcohol-free beer ads say "don't drink and drive"

28 August, 2007

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

The TV ad goes on air on a number of sports channels this week and 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 also indicating that drivers can drink more than just 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, which was launched in September 2005, rose by 31 per cent in the year ending 17 July 2007, according to Nielsen.

“We’re confident that the reason for Bavaria Malt’s growing popularity is its great taste. 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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