KESTREL TARGETS GLOBAL EXPORTS WITH NEW TV COMMERCIAL
Heritage beer brand targets international millennial drinkers with
‘Brewed for the Bold’ positioning
Iconic Sottish beer, Kestrel lager today unveiled a brand new 40 sec TV commercial to continue the rejuvenation of the brand and support sales growth in both the UK and export markets around the world.
‘Brewed for the Bold’ airs initially across digital platforms and channels including Samsung TV Plus, Amazon and Insight TV’s international network from 21 March to coincide with the launch of The Flying Kestrel, a new global TV documentary series which tells the story of the beer brand’s renovation of a classic 1935 Riley Kestrel car into a multiple land speed record breaker.
The new commercial – with creative from Walker Agency and production from Spark Content – celebrates those who live life “glass half-full.”
Contrasting high energy and upbeat scenarios ranging from mountain trekking and dance with low octane pursuits including free art and yoga, it emphasises that Kestrel is not brewed for everyone, but for ‘the movers, the shakers, the innovators, the memory makers, the ground breakers and the great creators.’ It denotes a celebration of individuality and people free in behaviour, displaying boldness from a subjective viewpoint.
Famed for its TV ads in the 1980s starring names like with Hugh Laurie and Russ Abbot, the Kestrel brand has undergone a root and branch overhaul since 2012 when it was acquired by Nigel McNally, the CEO and founder of Brookfield Drinks who chose to rebrand and repackage Kestrel and create 5%, 7% and 9% abv variants. Ex-factory data shows that over the last six months the brand has achieved sales growth of over 40% in the UK and export sales expansion of 103% across key developing markets including the US. Recent distribution agreements have been negotiated to take the brand into India, China, Vietnam, Australia and Russia.
The latest campaign will extend into print and digital outdoor supported by dedicated social media, influencer, PR and e-commerce programmes.
“We vowed we would bring this brand back to glory and with our TV documentary going out internationally to an audience of up to 300 million and now with the new commercial, we are truly driving the visibility and brand equity across multiple global markets,” said Nigel McNally.
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KESTREL BEER LAUNCHES GLOBAL MARKETING CAMPAIGN BUILT ON NEW TV DOCUMENTARY SERIES
Heritage lager brand drives export markets around record breaking car challenge
Iconic Scottish beer, Kestrel have announced a major international marketing push built around a new globally-distributed TV documentary series which tells the story of The Flying Kestrel, the company’s miraculous transformation of an abandoned 1930s Riley Kestrel car into a land speed record breaker.
To be broadcast across linear and digital networks to over 300 million people worldwide from March 2021, the new and exclusive two season Show is being produced and distributed by Insight TV, the leading millennial-focused global channel provider alongside factual entertainment and live sports event specialists Spark Content.
Launching next month Season 1 documents the epic ‘blood, sweat and beers’ journey of Nigel McNally, founder and CEO of Brookfield Drinks and his son Joel McNally as they set about transforming the rusted heap they recovered from a barn in Holland into a turbo-charged racer capable of speeds of over 200mph. Alongside an intimate glimpse into the work of acclaimed engineer Jonathan Webster, it is not all plain sailing with some dramatic setbacks along the way. With filming ongoing, Season 2 will tell the final story as the team goes for glory, which is far from guaranteed.
With a new 40 second TV commercial “Brewed for the Bold” set to be released to coincide with the Show’s launch and highlighting the completion of the heritage beer brand’s rejuvenation, Kestrel Beer is targeting a major sales and marketing push in multiple markets including the US, China, India, Australia and South Korea.
The Kestrel brand, hugely popular and successful in the 1980s and 1990s was purchased by McNally in 2012 and now includes 5%, 7% and 9% ABV variants.
“In true Kestrel fighting spirit, we have nurtured and developed The Flying Kestrel project throughout the pandemic, giving the beautiful old car a new lease of life and finally uncovering its true potential. It’s the perfect showcase for our brand and testament to some important traits we have always held dear – unflappable teamwork, the ability to overcome adversity and the power in following your dreams and sticking your foot down on life’s accelerator,“ said McNally.
“The Flying Kestrel’s amazing story is still unfolding and with every episode we reveal the twists and turns both car and crew take in their quest to realise their dreams,” said Arun Maljaars, Insight TV’s Vice President of Content and Channels.
Production for the series started last year with filming at the iconic Santa Pod Raceway where the car was unveiled by TV presenter and star mathematician Rachel Riley who features in Season 1. As Marc Hayward, CEO and Executive Producer of Spark Content explains: “The Flying Kestrel story has been a fantastic production to work on. What started as a bit of an intriguing idea soon turned into a serious passion project and one that has had its fair share of bumps, bruises and serious dramas along the way. We think people will love it and take real inspiration from its abiding spirit of adventure.”
The car with its turbo charged 2.5 litre, 5-cylinder engine capable of 900bhp and speeds of over 200mph is gearing up to become a roving brand ambassador with its own range of clothing and merchandise, dedicated website and social media channels and a busy schedule of guest appearances at live shows and events across the UK and internationally when they restart.
A new TV commercial will be launched later this month and the marketing campaign will span print, social and digital, PR and e-commerce.
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EXTRA! EXTRA! READ ALL ABOUT IT!
Introducing our NEW 7% variant;
Kestrel Extra Premium Lager
This new 7% variant complements our existing range offering our drinkers a mid-point, higher strength, premium, crafted product. Kestrel Extra Premium Lager has been launched in sustainable packaging, which is 100% recyclable thus decreasing landfill waste.
‘Higher abv’s are often associated with premium products and Kestrel is no exception. The brewing process is inspired by traditional monastic brewing, whereby alcohol strength used to be far higher than it is today; with the ideal brew strength being between 8 and 12% abv. We have harnessed a traditional brewing method which allows us to craft a full-bodied and intense drinking experience and our Master Brewer insists on this method of production to deliver the outstanding lager that our drinkers have become accustomed to.’
Managing Director, Brookfield Drinks Ltd
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Bestselling author and vegan chef, Katy Beskow, pairs our Kestrel Premium Lager with her vegan Sweet Potato Caribbean Curry. A match made in heaven!
Sweet potato Caribbean curry
SERVES 2 GENEROUSLY
Suitable for freezing
1 tbsp sunflower oil
4 medium sweet potatoes,
peeled and chopped into
2cm (1in) chunks
1 red (bell) pepper, sliced
2 tsp jerk seasoning
400ml (400ml) canned
full-fat coconut milk
handful of coriander (cilantro),
pinch of sea salt
Creamy and gently spiced, this vibrant curry will
transport you to warmer climates, wherever you are.
Jerk seasoning is available in supermarkets, in the dried
herbs and spices aisle. This handy spice mix combines
allspice, paprika, chillies, nutmeg and thyme, delivering
a warm kick to curries, stews and roasted vegetables
with minimal effort. Serve with Jamaican rice (opposite).
Gently heat the oil in a large pan over a medium heat,
then add the sweet potato chunks and red pepper slices.
Cook for 5 minutes until the sweet potato starts to soften,
stirring often to prevent sticking.
Spoon over the jerk seasoning, then pour in the coconut
milk. Simmer for 25 minutes, stirring occasionally, until the
sweet potato is tender.
Remove the pan from the heat and scatter over the
coriander. Season with sea salt to taste.
Throw in spinach, kale or watercress for extra colour,
texture and to boost the nutritional value.
Recipe taken from Five Ingredient Vegan – Katy Beskow.
Kestrel Premium Vegan Vish & Chips!
After gaining vegan accreditation from The Vegetarian Society, Kestrel have been huge supporters of Veganuary 2021. One of our Veganuary activities included having an incredible vegan fish & chip recipe created by Jess Beautician, and we could not be more impressed!
‘The addition of their vegan-friendly Premium Lager in this dish makes for the perfect light, yet crispy beer batter – it’s a vegan take on a non-vegan classic, British dish (and it tastes even better!)’ – Jess
Thank you to Jess for creating such a delicious recipe for Kestrel Premium.
For the full recipe, please visit Jess’ blog! https://bit.ly/38IK3Je
The Kestrel Range is Vegan!
Kestrel has officially gained a vegan accreditation from The Vegetarian Society!
© Brookfield Drinks Limited 2020 and the registered company details, Brookfield Drinks Limited, Company Number 08186959