Blog: Andy MortonWill Kestrel take flight with golfers?

Andy Morton | 10 April 2014

Most marketing campaigns have familiar goals - an increase in sales, wider consumer recognition.

Others, such as the latest from Scottish beer brand Kestral lager - seek to change the entire lexicon of one of the world's most popular and venerable sports.

The Kestrel Brewing Company, owned by former Wells & Young's MD Nigel McNally, is asking golfers to call a hole-in-one - when the ball finds the cup in one shot - a “kestrel”. The company claims this would dovetail nicely with golf's other bird-based terms such as birdie, eagle and albatross, while also raising awareness of dwindling kestrel numbers in the UK.

To achieve this, Kestrel will launch a campaign in 250 UK golf clubs. But while I laud the brewer's lofty aims, let's hope bigger beer makers don't get ideas about other popular sporting terms. Otherwise, come the World Cup in Brazil this year we may all be watching players scoring the winning Budweiser. 


Starbucks jumps on gin bandwagon

Starbucks has become the latest company to tap into the gin craze, with the launch of Starbucks Reserve Gin Barrel-Aged Cold Brew....


Feeling Blue on Monday? Help is at hand

It may not be scientific, but the third Monday in January has been coined 'Blue Monday' - the most depressing day of the year. Dreamed up in the UK by a psychologist commissioned by a holiday company ...


Bad day on the beer? This'll help

If you work for a brewer and are having a rough week, take a minute to regain some perspective with this, from the good people at US craft beer producer Sierra Nevada Brewing Co....


Heineken rolls out Dos Equis 'Keep It Interesante' campaign - video

Heineken's US unit has updated its 'Most Interesting Man' creative in a new campaign for the Dos Equis beer brand. ...


Brewers Association "bid" to buy Anheuser-Busch InBev strikes a chord

Is this a case of if you can't beat them, buy them?...

Forgot your password?