In support of the on-trade, brewing legend Adnams has launched a new initiative to encourage the British public to make time for another round and turn a pub trip into a memorable moment.
With hospitality suffering and around 80 pubs closing each month in the first quarter of 2024, the campaign aims to bring back the bubbly atmosphere and be the starting point for keeping this great British tradition alive.
The activation, introduced in a branded video, is centred around a new range of beer mats, which will keep the conversation flowing and encourage consumers to linger longer in pubs and enjoy another round with friends, family and new faces.
The new beer mats see a range of Adnams beer brands featured on the front of the mat and colour-coded questions displayed on the reverse.
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Turquoise-backed beer mats are themed around ‘Play’ including games and riddles for light-hearted fun; blue-backed beer mats are themed around ‘Think’ with thought-provoking questions; and purple-backed beer mats are themed around ‘Share’ with prompts for opening up.
Jess Turner, Head of Brand at Adnams said: “Adnams has been part of the brewing and publican community for over 150 years now and so we’re delighted to be part of a movement that will give back to our community and industry.
“Hospitality has suffered so much in recent years, and we’re determined to help keep the great British pub tradition alive.
“A trip to the pub is so much more than just a place for a quick drink, it’s somewhere to catch up with friends and family and feel part of a community.
“We hope that our Time for Another Round initiative will help to encourage people to stay longer in pubs and enjoy a chat over a pint – it’s an old tradition but a good one and I’ll cheers to that!”
Ghost Ship 0.5% Pale Ale, the UK’s best-selling no and low alcohol ale in the on trade, is the beer of the Pub Quiz beer mats.
With Ghost Ship 0.5% featured on the front and a range of challenging questions on the back, such as ‘what is the only mammal that cannot jump?’, this is the mat to get the competition started in pubs this autumn.
When customers have completed all the mats on the table, the QR code on the mats will link through to the Time for Another Round web hub where more questions and activities await. The web hub also hosts support for pub quizzes.
Maxwell Bond, Adnams Sales Director said: “We are all pub people at Adnams, we love that feeling you get when you enter a pub that’s alive with conversation and laughter.
“We’re proud to be part of an industry that fosters that sense of community and wanted to try and augment that experience.
‘Our new activation was developed from this jumping-off point. We want to increase time spent in pubs by encouraging everyone to linger a little bit longer, so the atmosphere would build and ultimately so would the trade.”
“Sometimes the simplest mechanic can be the most effective, so we created a series of engaging beer mats, alongside an interactive web hub that offers additional support to the trade. More consumer activities are also online, for when you read all the mats at your table. It’s an ongoing activation for Adnams, so we will have lots more to talk about.”
Adnams’ Time for Another Round beer mats are rolling out across UK pubs now and will be available in all Adnams pubs and wholesale partners.
Time for Another Round beer mats are free with orders of Adnams beers. Pubs that wish to receive them simply need to place a regular order of Adnams beer via the usual supply route. The Pub Quiz sets will be sent with orders of Ghost Ship 0.5% Pale Ale in keg, 500ml bottles and 330ml cans.
New customers can sign up for Time for Another Round and Adnams products here Adnams for trade.
www.adnams.co.uk
