United Wines Beamish Trial | Activations & Campaigns

Beamish SamplingTrial Campaign

Beamish had an opportunity to show up with more relevance across Northern Ireland, particularly during the Six Nations, when stout drinking occasions naturally peak.

Born in cork, Devoured everywhere

United Wines wanted to increase visibility, drive trial and strengthen Beamish’s connection with pub-goers on the run up to St Patrick’s Day while positioning the brand as a credible alternative in a category largely dominated by one major stout brand.

Industry

Hospitality & Drinks

What we did

Campaign | Activation

Who's behind the magic ✌🏻

Creative Team

The Ignition

We developed Beam Team Tour, a road-tour concept that promoted Beamish across key pubs and venues throughout Northern Ireland. Leaning into the brand’s familiar illustrated style, we created a playful campaign world featuring a pint of Beamish being driven around in a Beamish truck, bringing character, movement and charm to the activation.

The campaign rolled out across participating venues including The Points, Morning Star, Duke of York, Sunflower, Ulster Sports Club, The Dirty Onion, Henry’s Jailhouse and more. Sampling teams visited high-footfall bars during the Six Nations, actively encouraging trial at the point of purchase. This was supported by bold POS, on-trade materials and a QR-led competition to win a limited-edition Beamish jersey.

We also designed and implemented the campaign landing page, creating a simple digital destination for competition entries while helping capture email sign-ups for future Beamish communications.

The Approach

We also designed and implemented the campaign landing page, creating a simple digital destination for competition entries while helping capture email sign-ups for future Beamish communications.

The Challenge

The challenge was to create a campaign that would feel unmistakably Beamish, not generic stout advertising. The brand has a strong heritage of working with local artists and illustrators, so the creative needed to build on that world while giving the campaign a fresh, playful and ownable expression across participating venues.

The Impact

The campaign brought Beamish directly into the hands of pub-goers, with over 2,000 pints sampled across participating venues. By combining live sampling, playful illustrated creative, bold on-trade visibility, a jersey competition and a dedicated landing page, the campaign created buzz, increased engagement, supported mailing list growth and helped boost Beamish orders across the on-trade.

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