Dedicated bar areas create “free spirit” of Mexico

Sol branded bar furnishings Oct2013Bars across London are working in partnership with beer and cider company Heineken to create areas branded with premium-packaged lager Sol.

Bespoke furniture and furnishings have been developed for the dedicated areas, using materials such as denim, worn leather, hessian, cast iron, wood, steel and vintage Sol bottles.

Branding is applied to the furniture and walls using rough stencils and stamps to create a look that is industrial and distressed but also relaxed.

They are designed to represent the look and feel of the brand as part of below-the-line activity celebrating its new Espiritu Libre (Free Spirit) consumer message.

The branded bar areas aim to bring the beer’s new positioning and its premium credentials to life and increase trial and visibility among its primary audience of men aged 30 to 35.

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

Nic Casby, senior brand manager 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.”

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