Activity will focus on the fact that Bavaria is imported from Holland, with a supermarket sampling programme taking place in a Dutch café environment. Customers will be encouraged to enter Genuine Substance talent events, with a national final due to be held in London later this year.
The name may imply the beer is German, but it was in fact named by a member of the founding Dutch family who learnt his trade in Bavaria.
A micro-website has been
created at www.areyougenuine. co.uk to support the campaign.
Sarah Swainson, marketing manager at Bavaria UK, said: “Bavaria prides itself on being a genuinely imported brand and we believe consumers are ready to rally against all things fake.”
It comes as a new trade organisation called NoFibs gears up to inform consumers about the difference between brewed at source and brewed under licence beers.