Brewers have revealed details of major summer advertising drives.
Heineken is hitting TV screens with the second in its Use Your Continental Head campaign, while Anheuser-Busch is unveiling a print and outdoor campaign for its Michelob brand this week. Carling will also be returning to TV with a new ad as part of this year's £14m investment in the brand by owner Coors Brewers.
The Heineken campaign will air on 14 May and runs until the end of June. It is aimed at driving awareness of the brand's continental serve and its DraughtKeg format in the off-trade.
"Last year's activity was highly successful and we'll be stepping up the pace this year," said Chris Duffy, Heineken UK's customer marketing controller.
The Michelob campaign aims to push the brand's new taste following its relaunch last March and its heritage. Poster and print ads with the strapline "Brewed for the Finest Bars Since 1896" will run in London for a month before being rolled out to other UK cities.
Coors is continuing to push Carling as Britain's most sociable pint with the latest in its series of Mates ads. The new ad is part of a 10-week TV and cinema campaign that kicks off this week.
The Advertising Standards Authority recently ruled in favour of the Carling campaign after viewers complained the ads implied alcohol was integral to successful socialising.