Carlton & United Breweries is re-starting its Ode to the Pub advertising campaign, spending $1m across digital and social channels to call people back bar.
CUB reports that keg beer sales across the industry for March are positive and indicate that on-premise trade is returning to normal after the January slump but that patronage is still lagging behind pre-pandemic levels.
The Ode to the Pub campaign had been slated to run late in 2021 but was put on hold as coronavirus cases soared over the summer period.
The brewery says that industry keg sales at pubs across Australia in January were down about a third when compared to January 2020. Sales picked up in February as lockdowns further eased and mask rules relaxed. New South Wales pubs are faring best, followed by Victoria and Queensland where sales were hit hardest in January.
CUB’s CEO Danny Celoni, said while it was good to see some pubs bouncing back after some of the most challenging years on record, the campaign was urgently needed to help get them back to pre-pandemic levels.
“This campaign is a small display of our admiration for Australia’s pubs, and the people who make them what they are,” Mr Celoni said.
“About 70 per cent of pubs are family-owned businesses and they’ve been doing it particularly hard during COVID. They are at the centre of our communities and we encourage people to support them.’’
Launching across digital and social channels, the Ode to the Pub is a rallying cry for all those missing the pub, and importantly, a show of support to publicans doing it tough. The 60-second spot shows a montage of old and new photos from pubs. It was first released last year but is being relaunched across the east coast with the new line: “See you at the Pub”.
Classic brews such as Victoria Bitter and Carlton Draught have bounced back strongest as drinkers seek the comfort of well-known brands which continues a trend that started when the pandemic hit.
Australian Hotels Association (NSW) Chief Executive John Whelan said: “After an incredibly difficult two years, we’re delighted New South Wales pubs can now operate restriction free. Of course, many hotels still face enormous challenges, including the floods and staff shortages. That’s why we’re thrilled to support CUB’s Ode to the Pub campaign, encouraging people to get back to their local pub – the best place to catch up with family and friends and support local business.”
The campaign will run for two months in New South Wales, Victoria and Queensland from this week.
