InBev UK, the divsion of Anheuser-Busch InBev, is to launch an advertising campaign for its alcohol-free Beck's Blue brand. 

The autumn press drive contains the message "No Alcohol - No Apologies", to underline the fact that consumers should "feel comfortable making an alcohol-free choice" when out with their friends, the company said yesterday (16 September).

It is the first activity since InBev UK recently renamed the brand - formerly known as Beck's Alcohol Free.

Andreas Hilger, marketing director at InBev UK, said: "We have created a very distinctive personality for the brand, which engages consumers, encouraging them to feel confident about ordering a Beck's Blue.

"The repositioning means that Beck's Blue is perfect for when consumers want a beer that does not contain alcohol. Ultimately, Beck's Blue offers an alcohol free choice from a renowned brand in a category that is quite limited."

Adverts will run in several consumer press titles in the run-up to Christmas.

Brewing conglomerate Anheuser-Busch InBev is set to begin trading on the New York Stock Exchange this week.