Interbrew UK has launched a new advertising campaign for Leffe. The push is backed by extensive sampling, the company said yesterday (21 April).

The press advertising builds on the "Savour Life. Savour Leffe" campaign, which was launched last autumn. Two new executions will appear from this month and will run in newspapers including The Financial Times and magazines including GQ, Q, Elle, Esquire, Olive, Delicious, Wallpaper, Conde Nast Traveller, ES Magazine and Observer Magazine. The campaign targets quality conscious 30- to 40-year-olds

Featuring a picture of two half-empty Leffe glasses, the ads chart the subjects covered during a conversation. Alongside one of the glasses reads: "Talked knowingly about classical music. Architecture. Country Walks." Alongside the other glass it says: "Decided never to lie about interests on dating form again…"

The summer campaign also includes a link-up with men's magazine, Esquire, which will feature up-and-coming artists and entrepreneurs talking about their special "savoured moments".

Running until the end of the year, the Savoured Moments column starts in the May issue (available this month) with a profile of ex-City businessman Oliver Bonneyfoy, the man behind Tonic, a revolution in men's grooming.

To build on the awareness generated by the press activity, Interbrew UK is also introducing Leffe to new drinkers with an extensive summer sampling campaign targeting consumers in a range of locations across the UK - from arthouse cinema-goers and first class rail passengers on Eurostar and Virgin trains, to targeting business travelers at airports.

Sampling will take place in 'The Leffe Lounge'. The branded stand-alone area will be furnished with soft brown leather armchairs and will be manned by staff who are able to answer questions about the brand and category.

In a statement, Phil Rumbol, marketing director at Interbrew UK, said: "This year will be a key time for speciality beers as sales momentum builds - spearheaded by the development of the 'power' brands such as Leffe, which we believe is well placed to drive sales growth."