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Asahi celebrates 60th London Pride birthday

One of Britain’s most iconic beers, Asahi-owned London Pride celebrates its 60th anniversary with a striking new advertising campaign.

Live during this month, the activity will commemorate 60 years of brewing expertise and heritage, all centred around: ‘Brewed, Served & Enjoyed with Pride’. Rolling out in print media and out-of-home sites, the campaign aims to reach over 2.5 million adult consumers.

First introduced in 1959, London Pride took its name from the Latin for a flower, Saxifraga × urbium, that arose from the rubble in Blitz-hit areas of wartime London, and thrived against all odds becoming a symbol of hope. It remains an unmistakable beer, with great depth and balance of flavour. Brewed at the Griffin Brewery in Chiswick, London Pride remains a first choice amongst ale drinkers in London and the South East, with a superior rate-of-sale than key competitor ale brands.

The new campaign aims to bring London Pride to the forefront of its fans’ minds and generate excitement in cask ale, which remains a major category at £1.55bn RSV.

The activity will be supported by on-trade activations to drive trial, increase visibility and build awareness of London Pride’s heritage and long-standing quality. Promotional POS kits will be available for outlets, this includes: branded bunting, beer mats, t-shirts, social media toolkits and pump clip toppers.

POS materials will also communicate consumer merchandise and prizes, including limited-edition collectable 60th anniversary glassware. An in-outlet free sampling initiative will also run across selected outlets: ‘60 Minutes to Celebrate 60 Years of Pride’.

Asahi UK Managing Director, Tim Clay, commented: “We wanted to use this milestone to launch a campaign that celebrates the timeless nature of the London Pride brand for established fans, whilst allowing new consumers to discover the exceptional quality of this most iconic of beers.

'Now part of the Asahi portfolio, London Pride sits within an unrivalled line-up of premium brands, and we are committed to building upon its existing strength and heritage to further unleash its potential.

“Cask ale drinkers continue to be extremely valuable to the beer market, spending twice as much as other adult drinkers, but for some consumers there remain barriers to enjoyment and exploration.

'At Asahi UK, we’re committed to working with our customers to champion brilliant quality and the perfect-serve cask, every time. When served and experienced at its best, a pint of cask ale is truly exceptional, and none more so than London Pride. We are proud to be celebrating this amazing, premium beer and look forward to supporting its future growth.”