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Asahi gives London Pride 60th-birthday push

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The European division of Asahi has lined up a 60th-anniversary activation in the UK for its recently-acquired London Pride beer brand.

London Pride is celebrating its 60th anniversary this year

London Pride is celebrating its 60th anniversary this year

The unit, which inherited London Pride when it acquired the beer assets of Fuller, Smith & Turner in January, announced the advertising campaign earlier today. Running throughout November, the print and out-of-home push will be backed by promotional POS material for the on-premise channel across London.

"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," said Asahi UK MD Tim Clay. "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."

Launched in 1959, London Pride is available on draught and in bottles. The cask ale is brewed at Griffin Brewery on the banks of the River Thames in west London.

Earlier this week, Asahi confirmed to just-drinks the withdrawal of its Grolsch lager brand in the UK.

Why beer consumers care less about the detail than you do - Click here for a just-drinks comment


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