Are you proud of your Pride?

March 18, 2005: Fuller's is embarking on a spring promotional campaign for its Proud of Your Pride website and is looking for its very own Ambassadors of Pride.

The site, www.proudofyourpride.co.uk, provides London Pride drinkers with a forum in which to register details of when and where they recently sampled the ale. The feedback form also requests that consumers rate the beer - so far Fuller's says that 92.9 per cent of respondents rated the beer they drank as either excellent or good.

Later this month, Proud of Your Pride promotional kits will begin to appear in pubs across the UK. The kits include posters, drip mats and concertina leaflets. Fuller's is also producing new London Pride-branded pint glasses with the site address and logo etched into the base.

David Spencer, Fuller's brands marketing manager, said: "With London Pride now available in over 10,000 pubs nationwide we feel it is important for us to gather as much feedback as we can from our customers.

"Fuller's has a very loyal fan base and we are looking for them to become ambassadors for Pride wherever it is found. With such a big market, a website is a very efficient way of achieving this aim. The new point of sale material will raise the profile of our site and increase traffic to it.

"We want people to tell others where great beer can be found and reward those pubs that serve it. The pub receiving the best ratings for its London Pride will receive our pub of the month accolade and a permanent place among the site's star performers. Also, each individual who registers a rating will go into a draw to win a monthly prize."

John Keeling, Fuller's brewing director, said: "The ratings on this site will help us identify where the best pints of Pride are being served around the country and hold those up as examples. Proud of Your Pride is just one important part of our programme to drive up standards of beer across the country."

The site also includes sections explaining how London Pride is brewed and details of Fuller's other award-winning beers.