Vocation Brewery is expanding its award-winning flagship Life & Death brand with the launch of a Life & Death Session IPA, coming in at 4.2% ABV.
It has been brewed to deliver the same bold and hop-forward character that has made Life & Death Classic IPA (6.5% ABV) one of the UK’s leading independent craft beer brands.
“As the first permanent draught extension, Life & Death Session IPA marks the next evolution of our award-winning Life & Death brand at a time when drinkers are increasingly looking for premium beers that combine flavour with sessionability,” said Chris Mitchell, head of marketing at Vocation Brewery.
“We wanted to create more opportunities for people to experience Life & Death in the on-trade, while staying true to everything that’s made the brand a success. We’ve created a bold, flavour-first session IPA that gives pubs and bars a premium beer, backed by the reputation and demand of an established brand.”
Vocation Brewery’s latest beer census found that almost 70% of drinkers discovered a new favourite beer or beer style in the past 12 months, while nearly a third say mainstream beer brands feel predictable and uninspiring. Meanwhile, 44% of 25- to 34-year-olds said they would visit pubs more often if they could try new and distinctive beers.
“We’re backing Life & Death with the biggest brand investment Vocation has ever made,” added Mitchell. “By building further awareness and strong visibility at the bar, we’re focused on driving consumer demand that translates into value for both our on- and off-trade partners.”
Beginning in the North West this September, before expanding into additional regions, the multi-channel campaign will span video-on-demand, paid digital media, out-of-home and experiential activations. At the bar, the launch will be supported with premium branded glassware, bar runners and a striking new tap handle.
