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Sophia Taha

Manchester Pale Ale launches new music marketing campaign

Manchester Pale Ale (MPA), by independent Manchester brewery JW Lees, is to launch Refreshing Sounds a new multi-platform marketing campaign to find the UK’s best new music.

This will be the biggest campaign for MPA since its launch in April 2013 and is aimed at maintaining MPA’s rapid growth in sales, which has remained at double digit growth in JW Lees managed houses and across national sales since its launch.

The Refreshing Sounds music competition will launch across over 200 pubs and outlets in the UK as well as radio, consumer PR, social media and digital and in the on and off trade.

Bands and artists are being asked to come forward and enter the competition to win a selection of career-making prizes including a one-off recording session in established recording studios 80 Hertz, professionally produced music video and headline a gig at an iconic secret location in Manchester.

The acts entered will be judged by well-known music professionals and voted for by fans through the MPA website.

Managing director of JW Lees, William Lees-Jones, said: “Manchester is famous for beer and music and we’re bringing them together with Refreshing Sounds.

“With the market for our ales growing, it couldn’t be a better time to launch an exciting campaign which will target existing MPA fans as well as new customers.

“With LFL sales currently at 10% in managed houses, and a new permanent listing with Heineken, this clearly points to its success since launch two years ago.

“Refreshing Sounds is edgy and alternative and follows on from the very successful Manc Dance Flash mob in 2013 which announced MPA to the market.

“This will be JW Lees’ biggest campaign to date for MPA and one that we’re incredibly passionate about. By continuing our investment in the pale ale category we are definitely on our way to being the most exciting brewery in North England, if not the UK.”

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