ERDINGER Alkoholfrei beer, positioned as a ‘sporty thirst-quencher’, has unveiled a campaign focusing on the rituals people observe before sport.
The UK campaign launch follows the Rob Burrow Leeds Marathon on May 14th, for which ERDINGER Alkoholfrei was a sponsor, and runs over the summer.
Peter Gowans, ERDINGER UK Country Manager explained “The ERDINGER Alkoholfrei team noticed that whenever you do something regularly you get into certain habits, which we see even more so at the active tour events that we support.
“Preparation for leisure or competitive sport takes on additional importance, as getting things right can put you in the best frame of mind or even give you a competitive edge. But whilst there are many rituals before sport – kissing a lucky charm, putting kit on in a particular order, listening to favourite music and so on – there really is only one ritual after sport.”
He continued, “Thousands of professional and amateur athletes reach for a drink of ERDINGER Alkoholfrei, the sporty thirst quencher, after they complete their competition or training programme.
“ERDINGER Alkoholfrei’s isotonic properties help to replace lost fluids quickly, and it also contains valuable nutrients including the essential vitamins folic acid (B9) and B12, which help reduce tiredness and contribute to the normal function of the immune system.”
Originally launched in Germany, ‘Your Ritual After Sport’ has reportedly struck a chord with professional athletes and enthusiastic leisure sports participants alike. It profiles the many rituals people have before taking part in sport and celebrates post exercise relaxation with an ERDINGER Alkoholfrei.
Peter Gowans continued, “With ERDINGER Alkoholfrei recognised as ‘your ritual after sport’ we are now asking competitors to think about their rituals before sport and share their images with us on social media, with spot prizes to be won.
“Special promotional bottles of ERDINGER Alkoholfrei will also be on sale in supermarkets and off-licences to enter a competition – with the chance of winning a selection of sporting equipment including Ribble gravel bikes, Garmin watches and sport sunglasses.”
www.uk.erdinger.de/beer/alkoholfrei
