Kestrel lager has returned to TV for the first time since the 1980s following strong sales through independents.
Scottish-brewed Kestrel, which was resurrected by Brookfield Drinks in 2012, this week launched a TV ad push on Comedy Central and all major MTV channels The ad follows an animated golden Kestrel on a journey from a loch to a brewery and highlights the brand’s heritage.
“We feel the ad brings to life Kestrel’s provenance story, using locally sourced Scottish ingredients to create a truly British craft lager,” said Brookfield founder and MD Nigel McNally, former MD at Wells & Young’s.
“Kestrel has bedded in now, and good sales growth has given us the confidence to go on TV,” he added. “We are very strong in the independent impulse channel and are close to listing Kestrel in the multiples.”
The Kestrel range comprises 9% abv Kestrel Super, a 5% lager and 4% pilsner, and McNally is hoping to launch a further brand extension before Christmas.
Brookfield also owns the White Star and Diamond White cider brands and is currently conducting research into launching new variants of the Diamond brand.