The launch of Kronenbourg Premier Cru will be getting support from an advertising campaign that puts the beer in luxurious places on the French Riviera.
Scottish Courage Brands said it was targeting "discerning male drinkers" with the ads, which will run throughout the summer in the national press.
Three executions will position the 6% abv speciality beer as a drink to be savoured in "indulgent situations". These include on a yacht and in the garden of a villa on the Côte d'Azur. The campaign continues the French theme of previous marketing strategies for the core Kronenbourg brand.