Adnams Ghost Ship 0.5% Sampling
Brief
The team at Adnams briefed Purity to deliver a brand experience campaign to drive product awareness of their Ghost Ship 0.5% pale ale.
As the UK’s best-selling low and no-alcohol ale in the on-trade, Ghost Ship 0.5% already had a strong following, but this activation was all about expanding its reach—engaging new audiences, catching busy commuters, and inspiring them to choose Ghost Ship 0.5% in their local pubs and shops.
The Experience
In February, we brought Adnams Ghost Ship 0.5% to life at 100 Liverpool Street, launching an eye-catching experiential marketing campaign in the heart of London.
Stretching across two floors, this pop-up had a brightly branded bar, sampling stations and a spin-to-win wheel, packed with prizes that people couldn’t wait to get their hands on!
Ambassadors engaged with the public throughout the day, offering them a delicious sample to try and telling them all about Adnams and its intricate distilling processes that makes Ghostship 0.5% unique.
Meanwhile, the Adnams social media team were on-hand to capture it all, driving the reach of the activation beyond the live. Eagle-eyed Adnams fans may have spotted the online competition, where saying the magic words—”Show me the treasure!” unlocked an exclusive goodie bag of prizes.
On top of this, consumers who enjoyed a sample on the day had the chance to pick up a card, with a QR code taking them to a survey for the chance to win a weekend away at Adnams’ flagship hotel The Swan in Southwold.
Results
Adnams took over 100 Liverpool Street by storm. Aligning with the increased market interest and strong demands for no and low alcohol options, with more commuters opting for pale ales over cocktails, this activation strategically positioned Adnams Ghost Ship 0.5% as the preferred drink of choice.
The market response was overwhelmingly positive, with consumers praising the beer’s refreshing citrus flavours. Many were impressed by how closely it matched the full-strength 4.5% version, reinforcing its credibility as a true alternative.
Consumers highlighted the subtle elderflower notes, with some even suggesting creative serves such as mixing it with lemonade for a lighter, more summery twist.
Adnams’ activation tapped into the rising ‘zebra drinking’ trend, where consumers alternate between full-strength and low-alcohol options. This approach resonated particularly well with London commuters, who expressed a strong preference for Ghost Ship 0.5% as their go-to low-alcohol choice.
Many appreciated having a familiar, high-quality alternative that fit seamlessly into their drinking habits without compromising on taste.
3,206
Samples Enjoyed
2,500
Business Cards Distributed
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