Denver test market for beer ads

Roger Fillion, Rocky Mountain News

Tuesday, July 4, 2006

A London brewer with roots dating back three centuries is trying to win the hearts and minds of Denver beer drinkers.

Hoping to capitalize on Coloradans' appetite for high-end beer, Fuller's is spending more than $100,000 on radio ads and Web-based promotions here.

The goal: Get Denverites who listen to sports talk radio and rock music to switch to the brewer's ales. Denver is the first U.S. locale for the ad push, and the city is serving as a test market.

It's considered a notable move by a brewery that was founded in 1711 and whose six-packs sell for more than $8 locally. Fuller's flagship product is London Pride.

"They're very well-respected internationally," said Paul Gatza, director of the Boulder-based Brewers Association, which represents U.S. craft brewers.

Gatza noted that unlike international brands such as Pilsner Urquell, Corona or Heineken that are owned by large parents, Fuller's is an independent brand.

"I would think a $100,000 ad buy in Denver is significant for them," he said.

Why Denver?

It helps that the company that imports Fuller's into the United States, Distinguished Brands International, is based in Littleton.

At the same time, Colorado is home to plenty of beer drinkers who quaff high-end brew.

According to the Brewers Association, craft beer commands a 10 percent market share in Colorado, putting the state No. 3 in market share nationwide.

The average market share for craft beer across the country is about 3 percent.

"Denver in general is a pretty friendly community that relates to craft beer products," said Dave Greves, principal at FactionMedia, a Denver ad agency that developed the campaign for Fuller's.

Greves said that if the campaign succeeds in Denver, it will be introduced in other "like-minded markets."

Fuller's radio ads have been running on KKFN "Sportsradio 950 The FAN" and KQMT "The Mountain." Greves said Fuller's is trolling for "golf types" on KKFN and outdoorsy types on KQMT.

"They're more the microbrew set," he said of KQMT listeners.

The campaign appears to be having some impact on Fuller's sales.

"We've been selling a decent amount the last couple of weeks," said Chris Black, owner of Falling Rock Tap House in Denver, which has some 75 beers on tap. "A little bit more than usual."

Black added: "Since they started the ad campaign, people have been paying a little more attention to (the beer) than they would otherwise."

Fuller's London Pride

• Price: $8 for a six-pack

• Where to buy: Pubs and dealers that sell craft beers

• More info: www.fullers.co.uk

fillionr@RockyMountainNews.com or 303-892-2467