Wadworth Brewery looks to boost brands through Absolute sponsorship

Pub company Wadworth Brewery is to sponsor a specially created show on Absolute Radio as part of a marketing push to raise awareness of its pub network and brands.

The firm, which has 250 tied pubs in the South and South West and owns the 6X, Henry’s and JcB brands, will sponsor a weekly pub quiz show on the station from 14 April.

The show will run for seven weeks and include branded sponsorship trails and in-show credits. It will be presented by Absolute DJ Ben Jones.

The sponsorship, the first time the brewery has used radio in its 135-year history, is part of a wider though-the-line marketing campaign to raise awareness of Wadworth’s pubs and brands.

The pub quiz show, which carries a working title of the “Pub Quiz World Championship” will feature listeners’ pub team competing for a top prize of £10,000. Listeners will also have the opportunity to play at home for the chance to win a weekly prize of £500.

A recent Absolute-commissioned survey found that sponsorship and promotion is the best remembered form of radio advertising. The station generates about 35% of its revenues through sponsorship and promotion compared with an average of 20% across the commercial radio sector.

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