Capital bars given creative new look with Sol

29th October 2013

HEINEKEN-owned super premium packaged beer Sol is creating permanent branded areas in flagship London bars as part of ongoing below-the-line activity celebrating its new Espiritu Libre (Free Spirit) consumer proposition. The initiative is designed to bring the new brand positioning and premium credentials to life and increase trial and visibility for the brand among its primary 30-35 year old male audience.

Bespoke furniture and furnishings have been developed for dedicated Sol areas which showcase the distinctive look and feel of the Sol brand in materials such as denim, worn leather, hessian, cast iron, wood, steel and vintage Sol bottles. Branding is then applied to the furniture and walls using rough stencils and stamps to create an industrial, distressed yet relaxed look and feel.

Partner bars to date include Southwark Rooms, Southwark; Grand Union in Chancery Lane; The White Horse, Brixton and The Woodman in Highgate.

Nic Casby, Senior Brand Manger for Sol at HEINEKEN, said: “Sol is the definitive sunshine beer – a long lasting icon from Independent Mexico. However, we want to move away from Mexican clichés such as fiestas and tequila and bring Sol to life in outlet through the creation of spaces where consumers can feel at ease while enjoying a bottle of Sol at the end of the day.”