Spanish beer brand Estrella Galicia is to launch an evolved We’re Made Different marketing campaign and introduce a new can format with a major UK retailer.
Running across October and November, Estrella Galicia’s investment in media and press will bring to life the brand’s distinctive origin, in the north-west of Spain. The campaign celebrates the region’s pride and the special craft values of tradition.
The campaign invites drinkers to ‘Follow the Flavour, Not the Crowd’. The media plan will focus on UK-wide out-of-home and London Underground placements, supported by a ‘robust’ digital and social media push.
The brewer has also launched a 440ml can format in both four-pack and 10-pack, exclusively in Tesco.
• UKHospitality has joined forces with the British Retail Consortium to campaign against one element of proposed business rates changes.
A rates surcharge has been mooted, which would affect premises with a rateable value over £5,000.
The organisation believe 500 premises – employing some 120,000 people – could close if the measure is enacted.
“The broken business rates system has punished bricks and mortar hospitality businesses for decades, with our sector paying three times more than its fair share,” said UKHospitality chair Kate Nicholls.
“Reform of the system is long overdue, and we now need to see the government deliver in full its pledge to level the playing field for the high street. That means implementing the maximum possible rates discount for properties below £500,000 rateable value and exempting larger hospitality properties from the surcharge.
“Delivering both those measures is the only way to fulfil that commitment and prevent hospitality businesses from being taxed out.”
• Hospitality businesses in the UK are losing £1.5bn annually in middle managers’ wasted time, according to new YouGov research.
The fifth annual Feedback from the Field report, commissioned by workplace operations platform SafetyCulture, found that those in middle management roles in the hospitality sector spend, on average, an estimated six weeks every year picking up low-value or unnecessary tasks.
Correcting others’ mistakes, dealing with email overload, and completing paperwork are the top three tasks managers say take up most of their time and distract them from more important duties.
This unproductive time equates to an estimated £1.5bn, taking into account managers’ wages and the size of the UK hospitality workforce.
• Bang The Elephant Brewing Co and Star Wars-themed Emperor’s Brewery have been given planning permission for a bar, The Tusk & Raider, in Nottingham. The venue will be a former Pilates studio in the Lace Market area of the city.
• Pennyfarthing homes, which has outgrown its New Miton, Hampshire, base, is to redevelop the site of Ringwood Brewery. The site, nearly two acres, which was put up for sale two years ago by Carlsberg Marston’s Brewing Company, provides more than 36,000 sq ft of accommodation across former brewery buildings, warehouses, offices, a tap room and shop.
• Steven Kersley has stepped down as managing director of BrewDog’s distilling arm, “following mutual discussions”. He had been in post since the distillery’s start in 2015.
• Amber Taverns has acquired The Midland pub, in Bearwood, West Midlands, from Black Country Ales. It has further boosted its estate by opening The Winchester, in Taunton, Somerset.
Davenports has acquired The Red Lion, near Stafford, from the Lewis Partnership. The site has been added to the Birmingham brewer and retailer’s Boutique Collection of pubs.
