Devon’s Comes to U.S.

CHICAGO-Anheuser-Busch will back a mid-Atlantic introduction of its Devon’s Original Shandy with television, print and radio advertising from Waylon Ad in St. Louis.
The citrus-fla- vored beer is thought to be the first bottled shandy in the U.S. Shandy is primarily known as a British libation, a half-and-half mix of beer and a lemon-flavored drink.
Waylon’s ads play off the drink’s origins with the tagline, “Beer with a British twist.” Television spots feature a British pop music track and focus on refreshment, with imagery showing beer and citrus.
“Basically, it’s an educational effort, to show what a Shandy is all about,” said Cindy Trusler, a new product manager at the St. Louis brewery.
Devon’s is being introduced in Virginia, North and South Carolina, Maryland and the Washington, D.C., area the week of June 14, with ads kicking in a week later.
Anheuser-Busch gave the brand a brief on-premise test earlier this year in Chareston, S.C., and Raleigh and Myrtle Beach, N.C.
Ad spending was not disclosed by the brewery, but was estimated in the $1-5 million range.
Waylon Ad is also agency for Anheuser-Busch’s Tequiza, a lime- and agave-infused beer which was rolled out nationally this year after a year of regional test marketing. Tequiza is supported by print, radio and outdoor advertising under the tagline, “Give it a shot.”
Like Tequiza, Devon’s is intended to appeal to entry-level beer drinkers who may not appreciate the straight beverage’s bitterness. ƒ