The Creative Consultancy

McMullen

Refreshing a brewery's real ale credentials

When Fergus McMullen asked us to refresh his brewery's approach to real ale, we devised an integrated campaign that introduced a new rural, natural imagery style, to reflect on two centuries of brewing history. A 'McMullen Ale Champion’ or ‘MAC’ was nominated in each pub to train colleagues and lead customer-tasting events for seasonal ales. Customers were recruited to the McMullen ReALE Club via Facebook, to create an online community whose members receive regular updates on events, competitions and tasting notes on new ales.