All Bar One, well-known for its professional urban customer base, is reviewing and revamping its continental beers list for autumn which will make its range one of the broadest of any UK retail chain.
The fashionable bar chain is working with brand specialist, Brandhouse, on a simple but direct campaign targeted at existing and lapsed customers.
The activity has three main objectives: a) to communicate the new listings which will contain some of the finest beers from around the world, b) to establish All Bar One as experts in the field and c) to create a sense of anticipation and enjoyment among consumers. All Bar One also plans to review its food menus enabling customers to choose delicious food and drink combinations quickly and easily.
An important product addition is Jupiler Blue, a low-alcohol alternative to Carlsberg and Amstel which is being marketed as the perfect drink for lunchtime or a long sociable evening.
The campaign creative will not focus solely on POS, but is likely to include a combination of website activity, local events and supplier partner marketing.
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