Deuchars Revolution
World ofHeineken 42 - summer 2010
landing page will be Deuchars IPA. It lists
all of the Fringe venues on a map, and
furthermore, using the built-in iPhone
camera, wherever you are in the city you can
point it in any direction and the locations of
the venues - and the distance between you
and each venue - will appear on the screen.
It's incredible," says Cameron.
Also instrumental in modern marketing is
social networking. Deuchars IPA is on the case
there too. "We're looking to hold a daily photo
competition - with people's photographs
of the Fringe. We'll have a website that will
capture the best of them and there will be
a reward," says Stephen. The Fringe also
organised a Twitter competition to design the
front cover of the Fringe programme. "Some
very clever digital artist has taken all the
stuff that's come electronically and turned
it into this psychedelic cover," Stephen says.
"We're looking to do Fringe bags with this
on one side and Deuchars IPA on the other.
They'll be used at venues and will be on sale
at the Fringe shop too. We're looking into
doing a limited-edition bag every year," adds
Cameron.
Located in the heart of Edinburgh, Caledonian Brewery has a rich tradition
of producing quality beer for 140 years. It has continued to thrive where
others have failed, and today is the city's only remaining brewery. In
1991, Caledonian Brewery launched its modern slant on an Indian
Pale Ale, and Deuchars IPA was born. It has been at the forefront
of the UK's cask beer renaissance and has received numerous
accolades, including the 2002 CAMRA Supreme Beer of Britain
and the World Champion Cask Ale at the 2005 Brewing Industry
International Awards.
www.caledonian-brewery.co.uk
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