Isobel has given Abbot Ale a purpose that was so obvious no other brand noticed it. We all need to slow down every now and then.

Lance Boreham, creative at isobel, explained, “In a world obsessed with speed and instant everything, it’s great to focus on the human need to slow down and enjoy a moment. Abbot Ale is the perfect reason to slow down, savour and relax.”

The campaign positions Abbot Ale as a beer to savour and spend time enjoying. (Abbot Ale is also brewed longer to develop its flavour.) The campaign is made up of simple eye-catching illustrations by Paul Thurlby, drawing inspiration from the new look and feel of the Abbot Ale brand.

The campaign will run in press, social, digital and trade media.  

Emma Hibbert, marketing manager for Abbot Ale stated, “Abbot Ale has been a sleeping giant for a number of years. With the new look and feel, we’re delighted to give the Abbot a new lease of life. Drinking Abbot Ale is a relaxing and personal experience for many, our aim for these vignettes is to bring that unique pleasure to life and encourage everyone to Relax with an Abbot.