Hop House 13 gets major UK push

Hop House 13, launched here early last year and now available in the UK since last October, is now the subject of a “seven figure” Above The Line promotional investment there.

Diageo’s latest lager brand is now available in draught in over 1,000 on-trade outlets around the UK and in bottled format for the off-trade there.

Hop House 13 has also got its first-ever UK TV campaign which runs for five weeks. The TV ad showcases the quality and craftsmanship of Hop House 13, tracing its journey from its creation in the pilot brewery at St James’s Gate to celebrating people’s fist sip of it in Hop Store 13, the historic building inspiring the name of the lager which joins the other brands from The Brewing Project: Guinness Dublin Porter, Guinness West Indies Porter and Guinness Golden Ale to date.

The TV campaign is being supported in the UK by social media and You Tube.

“The launch of Hop House 13 and our supporting campaign is positioned to help licensees maximise the opportunity and drive incremental sales as a result,” commented Stephen O’Kelly, Marketing Director for Guinness, “The Guinness endorsement also enables licensees to tap into the strength of 256 years of brewing passion and heritage whilst making the most of a name that’s trusted by 94% of consumers.”