Former footballer, Robbie Savage, is partnering with the brand to promote the campaign: A Golden Ale for the Modern Male.
To celebrate the partnership, the brand opened the John Smith’s Golden Tanning Pub on 27th April, to coincide with the launch of a nationwide campaign. The pop-up offered modern men a unique chance to enjoy a John Smith’s Golden Ale while receiving a golden spray tan.
The campaign will run for four weeks, covering more than 1,000 sites in the UK to drive awareness and encourage trial for the first new beer from John Smith’s in 22 years.
Heineken launched the variant last year to tap into the growing interest in golden ales. The brand owner also hoped the golden variant would help reinvigorate sales for the overall brand by tapping into the core group of drinkers aged 25 to 49; the parent brand has seen sales slide for this age bracket over the past few years although it continues to grow sales among 18 to 24 year-olds and the over-50s.
The 4% abv John Smith’s Golden Ale is available in a 50cl bottle, a 4 x 50cl can pack and a 10 x 44cl can pack.