With many Brits abstaining from alcohol as part of 'dry January' Budweiser has spotted an opportunity to promote its alcohol free beer, Prohibition, via a fleet of beer floats which will dispense free cans to drinkers throughout the UK.
The brand has enlisted Gabby Allen, of ITV Love Island fame, to launch the national campaign which will be running across OOH, social and print.
As part of the push, a series of trucks will dishing out the beer at no cost to consumers, who may be looking to moderate their drinking after the Christmas festivities.
The partnership also included a four-page cover wrap on Time Out's January issue.
Research conducted by Bud's owner AB InBev UK has revealed that the country is drinking less alcohol overall – a trend that is being driven by millennials – with the low and no-alcohol beer category growing 19.5% in the UK over the past year.
“People today are increasingly drinking less alcohol, as part of the broader healthy-living trend," said Sascha Cordes, senior brand manager at Budweiser.
"In 2018, we predict this trend to continue, and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”