Joseph Holt have launched a new campaign promoting their award-winning lager, Spin Doctor, by focusing on the world of that modern commodity, fake news.
The Manchester lager clinched a gold medal at last year’s International Brewing and Cider Awards.
“In the world of politics, spin doctors are known as strategic players whose job it is to mess with facts and fiction to make things seem better than they really are,” said Joseph Holt marketing manager Paul Longmire. “Ironically, and in complete contrast, there’s nothing ‘spun’ about our Spin Doctor lager.”
“It has been indisputably acknowledged by industry giants as being the best in the world – a fact that doesn’t need hype or over-exaggeration. So we thought we’d play with this idea and launch a fun ‘news and nonsense’ campaign that both celebrates Spin Doctor lager and gives our customers the chance to win prizes, while at the same time poking fun at the world of fake news pushed by spin doctors.”
As part of the campaign, drinkers at many Joseph Holt pubs will be able to pick up a spoof newspaper brimming with fun fake stories (not least UFO turns out to be a pigeon). The only true pieces of news being reported relate to Spin Doctor.
And there will be a chance to win a range of prizes through a Spin Doctor loyalty card, available at the bar of Joseph Holt pubs. Card holders have the chance to win a range of prizes, including a trip to Paris, and for every six pints of Spin Doctor they buy, they can get one free.
In tandem with this, Spin Doctor’s new branding mirrors the colours and typography of tabloid newspapers. Crisp and quaffable, the gold medal lager is especially popular with younger drinkers, says Paul. A clean-tasting, straw-coloured lager, it blends and balances herbal notes with melon and peach characteristics of Australian hops.
“Our beers are very much badged as ‘unmistakably Northern’, not least since they are brewed in Manchester, where Joseph Holt was established 175 years ago, and which has been in the same family for six generations,” said Paul.
“So, we have been so thrilled that Spin Doctor has made such an impact on the world brewing stage. That’s an unmistakable fact — one which can`t be spun — and which we’re now celebrating by giving back to our customers and bringing some news and nonsense fun, too.”
