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Brewery’s Welcome to Manchester campaign to back beer

Manchester brewery JW Lees has launched its MPA (Manchester Pale Ale) a high-impact advertising campaign using some of the city’s most celebrated landmarks.

The firm is also using the ‘Welcome To Manchester’ message, as adopted by Manchester City FC after they signed Carlos Tevez from rivals United – which, says Lees, is “reinforcing MPA’s roots with a bit of humour”.

The outdoor advertising campaign follows on from the MPA ‘MancDance’ that saw a JW Lees flash mob take over Covent Garden to show Londoners how to have a bit of fun with their MPA dance. The clip has since had 18,000 views on YouTube.

William Lees-Jones, Managing Director, said: ‘When we’re promoting MPA we’re going to do it in a way that endorses its Manchester roots – because this is about serving a quality real ale the way we want it in Manchester.

“We’ve sold 350,000 pints of draught so far and now have national listings which means when you are outside of the North West you can expect to find refreshing pale ale served the Manchester way, with a tight creamy head.”

MPA is on sale in JW Lees pubs across the North West and selected pubs nationally. The bottled version is available from ASDA stores in the North West.

This was posted in Bdaily's Members' News section by Simon Malia .