Lord Nelson Managing Director, Blair Hayden says:  “For 30 years we’ve focused on creating quality beers that are refined and well-balanced. Three Sheets Pale Ale remains our flagship brew and is testament to being true to ourselves and not following trends and “in” styles.

“While our decision might affect sales, we know that Three Sheets customers are loyal, and until the young ones cut their weird drinking habits out, it’ll be reserved for the over 35s.”  

Lord Nelson Brewery’s new drinking age labels can be found in pubs and bottle stores around the country- on taps, cases and six-packs.  The campaign is supported across press, OOH and PR. 

Gavin Chimes, ECD at Howatson+Company adds: “This campaign is all about connecting with drinkers at the moment of purchase. For craft beer lovers over 35, it’ll drive loyalty. For those under 35, it’ll drive intrigue. After all, what better way to make someone want something than by telling them they can’t have it?”