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UEFA Euro 2020 Qualifiers: McEwan’s installs speedy boarding-style ‘lager lane’ for football fans

Scotland fan, Cameron Fitzsimmons, tries out the ‘lager lane’ at Scott’s of Rose Street

 

 

McEwan’s has installed a ‘lager lane’ in time for June’s UEFA Euro 2020 qualifier matches & Women’s World Cup. The Lager Lane promises to eliminate waiting at the bar, meaning more time to watch the game

Iconic beer brand, McEwan’s, has installed a ‘lager lane’ for June’s UEFA Euro 2020 qualifier matches and Women’s World Cup.

The speedy boarding-style concept will pop-up at Scott’s of Rose Street in Edinburgh, offering pub-goers priority access to hand-poured pints of McEwan’s Lager (3.6% ABV).

Designed to reduce queuing time at the bar, the lane will open on Saturday 8th June and run throughout the month.

The McEwan’s Lager Lane is the first of a number of activations planned to coincide with the on-trade roll-out of the brand’s lager refresh; which focuses on a contemporary look and feel and stand-out ‘McE’ logo.

Joanna Stickler, McEwan’s Brand Manager, said:

“Everyone loves supporting their team, but queuing for a pint during the game? Not so much.

“That’s why we created McEwan’s Lager Lanes to give football supporters more time watching the match with their mates. Freshly poured draught lager and a national side win – now that’s the perfect recipe for a sing song down the local!”

 

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McEwan’s Lager is available in 50L keg alongside branded collateral including font and full POS pack, including glassware, bar runner and beer mats.

Further information:

Eloise Leeson

eloise.leeson@getlux.co.uk

0131 555 6911 / 020 3239 2189 / 07572 901623

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