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Tasting events invariably get a brand in hand but rarely lead to consistent ongoing listings in the on-trade. Today's drinkers need more from a brand than just a free pint to become loyal followers. Frontier, Fuller's new wave craft lager is packed full of fruity flavours that stands it apart from traditional mainstream lagers. We wanted to celebrate the brand's flavour profile and create a simple yet disruptive tasting programme that paired Frontier with interesting food.

As well as creating the Find Flavour Sessions across the UK, we challenged consumers to take to social media to voice their opinion on the best pairings of flavour.

Finally, ignis produced a 360-degree video, to educate staff on the brewing process of Frontier and why the craft lager is so well suited to food pairings. Bringing the brewery to life for bar staff allowed us to connect with the trade at a deeper level and generate an excitement around the product that would be impossible to replicate using traditional training methods.

The 'Find Flavour Sessions' encouraged the trial of Frontier, Fuller's new wave craft lager by pairing it with a range of Joe & Seph's popcorn. Drinkers took to social media to suggest their own 'perfect pair flavours' and a multi-sensory VR training programme engaged bar staff with the Frontier story for long-term advocacy.