Tennent’s is to roll out an experiential campaign for its new alcohol-free lager as Scotland has introduced a lower drink-driving level ahead of the Christmas season.
The brewer has released Hee-Haw, which has an ABV below 0.05 per cent to coincide with the Scottish Government’s new legislation, although Tennent’s has claimed that it was working on the new brand for some time.
“Over the last few years, we’ve increasingly been asked by Tennent’s drinkers to create a lager that’s non-alcoholic,” says Paul Condron, Tennent’s marketing director. “From shift workers, to designated drivers, the demand for something like Hee Haw has been there for some time – and we only expect that demand to increase substantially now the legislative reform is in full effect.
“We’ve spent a lot of time to get Hee Haw just right, meaning that although we’ve taken the alcohol out, we’ve kept the flavour in. We look forward to seeing what drinkers think of it.”
Sales teams from Tennent Caledonian Breweries will trial the product around pubs with a wider sampling campaign expected to take place across Glasgow and Edinburgh.
A PR campaign has also been initiated by Wire Media.