With consumers turning to veganism in increasing numbers, so too has Kestrel Premium lager.
The beer has repositioned itself as ‘the vegan lager’ after it was certified as vegan by The Vegetarian Society.
The move is supported by a marketing campaign timed to coincide with Veganuary. Activity will span consumer and trade media, social media and digital platforms.
Wholesale and trade can benefit from price promotions throughout the campaign.
Nigel McNally, Managing Director of the brand’s UK distributor Brookfield Drinks, commented: “Some craft beers mention being vegan, but no one really shouts about it and here at Kestrel we are looking to change that.
“We want to really communicate that not only are we an award-winning, great tasting beer born in Scotland and crafted using the fascinating Holy Brewing Method, but that we are vegan and are actively pursuing sustainability and ways we can reduce our impact on the environment.
“Vegan and alternative products are often sold at higher price points, but Kestrel Premium lager will remain as a premium value line, offering great margin opportunities to retailers and wholesalers, whilst still being sold at an attractive price to shoppers.”
Kestrel Premium Lager (ABV 5%) is available in a 4x500ml pack format.
