Ginger Grouse Edinburgh Bar Takeover with BEcause

23 AUGUST 2013, EDINBURGH, UK
Summary
Ginger Grouse, the new alcoholic ginger beer from The Famous Grouse, has been targeting on-trade with a bar takeover experience created by brand experience agency BEcause.

During the world-famous Edinburgh Festival throughout August, Arthurs Bar has been transformed into a walk-in on-trade experience for Ginger Grouse.  “The Roost” is an extension of the summer roadshow sampling “Adventure Bar” campaign that toured foodie festivals and events across the UK.  A tented outside area has been decked out with beanbag seating, leather sofas and old well-traveled suitcases.  During the takeover patrons have been encouraged to get involved by posing with props for photos while enjoying a glass of Ginger Grouse.

BEcause Account Manager Gary Whelan comments:

“Ginger Grouse has turned heads this summer with the touring sampling campaign, targeting a young, adventure-seeking audience with discerning taste buds and a thirst for contemporary culture.  We hope this bold and fun appearance at the ever-popular ArthursBar during the Edinburgh festival will help connect the brand with its Scottish heritage and bring it alive for culture-enthused festival goers.”

“The Roost” will remain at Arthur’s Bar until the 26th of August.

Quotes
"Ginger Grouse has turned heads this summer with the touring sampling campaign, targeting a young, adventure-seeking audience with discerning taste buds and a thirst for contemporary culture. We hope this bold and fun appearance at the ever-popular ArthursBar during the Edinburgh festival will help connect the brand with its Scottish heritage and bring it alive for culture-enthused festival goers" Gary Whelan, Account Manager
About Highlight PR

Highlight PR is a results-focused PR and content marketing agency, based in Bath.  The agency specialises in consumer PR for baby, kids and family brands and licensed characters and B2B PR for architects, designers, events, leisure and creative companies.