DRIVER 0.0% Lager
Change gear with
Perry McCarthy, ex F1 driver and was ‘The Stig’ from TV
DRIVER lager is a new and dynamic entry into the no alcohol beer market.
Driving is the key factor influencing customer take-up in this sector, but no other brand is using this as a key platform in its messaging or design. We will take advantage of this huge gap in the market.
Created by Perry McCarthy, ex F1 driver and ‘The Stig’ from Top Gear, DRIVER has authenticity and the brand presence to attract immediate public interest standing out from the competition with a great brand story, iconic design and a value proposition cleanly and attractively positioned on the can and retail box.
DRIVER is on-trend and we aim to become a UK and international leader in no alcohol beer. We’ll invite consumers to Change Gear and our exciting promotional campaign will regularly and creatively exploit our heritage across the far-reaching automotive world, appealing to and engaging with the huge base of motor racing fans and car lovers everywhere along with all those who just want to drink a great lager and still be safe to drive on the road.
Immediate recognition
The licence plate and reference to Perry as
‘The Stig’ is part of international culture
