OKANAGAN PROMOTES 1516 LAGER IN ALBERTA
By Adnews Staff
Okanagan Spring Brewery is promoting the introduction of 1516 Bavarian Lager in Alberta. Promotion began with a radio teaser campaign focusing on the 1516 Bavarian Purity Law, which states that beer can only be made using four ingredients: barley, hops, yeast and water. Distribution of the product began in early March. A supporting campaign of radio advertising and in-store materials broke during the first week of April. The tagline of the campaign is "Pure beer tastes better." The is sold in six-pack of cans and bottles and on tap at bars and restaurants. Advertising for 1516 is done by Vancouver-based Rethink. Public relations are handled by Reputations, also of Vancouver. Other promotional activities will include parties in Calgary and Vancouver on April 23 to mark the anniversary of the Bavarian Purity Law. These will be managed in-house. The product debuted in British Columbia one year ago. John Furch, marketing manager at Okanagan, said the beer was originally planned as a spring seasonal offering tied to the anniversary of the Bavarian Purity Law, which was issued on April 23, 1516. Based on continuing demand for the product, Okanagan made 1516 permanently available.