Caffrey's launches its first digital marketing campaign - on Spotify

  • Caffrey's creates a series of exclusive radio shows, hosted by Alex Zane and Pete Donaldson
  • The premium Irish ale brand leverages Spotify's catalogue of 18 million songs and its open API

Caffrey's Irish Ale today launches its first digital campaign, on music service Spotify. The campaign uses Spotify's API to create four branded, user-generated radio shows, co-presented by broadcasters Alex Zane and Pete Donaldson, which will be available exclusively on Spotify.

Following the recent announcement of Caffrey's rebrand and repositioning, the campaign supports the new tagline 'Redefining Smooth' by creating exclusive radio shows on Spotify, featuring redefined classic songs.

From today, users of Spotify's free service will see and hear display ads, audio ads and homepage takeovers which will direct them to Caffrey's campaign site. Here they can vote on their favourite 'redefined' songs - whether they are covers, musical mash-ups, or samples. The most popular songs nominated will be featured on one of the Caffrey's Redefined Classics radio shows.

Spotify users can listen to, subscribe and share the hour-long radio shows with their friends on Facebook. The first show will available exclusively on Spotify from 14th May and can be found by clicking on adverts within Spotify or by searching for 'Caffrey's' in the Spotify search bar.

Jack Milligan, Brand Partnerships Director at Spotify said: "This campaign uses Spotify's huge catalogue of over 18 million songs as well as providing entertaining branded content that you can hear only on Spotify. Giving users the chance to vote on tracks to be included in the shows is a fantastic way to leverage the level of engagement that music generates."

Duncan Emmerson, Senior Brand Manager - Ales, at Molson Coors, commented: "We're repositioning the Caffrey's brand to attract a lost generation of smooth ale drinkers, and so it's a great time to push the marketing activity into the digital and social space.  This Spotify campaign will play a big part in modernizing the brand by inviting consumers to interact with Caffrey's on Spotify by voting for classic songs Redefined for a new generation. These will then be played on exclusive Radio Shows hosted by Alex Zane and Pete Donaldson" 

Last month, Caffrey's launched a new marketing campaign under the tag line 'Redefining Smooth', focused on print advertising.


Notes to Editors

About Spotify
Spotify is an award-winning digital music service that gives you on-demand access to over 18 million tracks. Our dream is to make all the world's music available instantly to everyone, wherever and whenever they want it. Spotify makes it easier than ever to discover, manage and share music with your friends, while making sure that artists get a fair deal.

Spotify is available in 13 countries: USA, UK, Sweden, Finland, Norway, Denmark, France, Switzerland, Germany, Austria, Belgium, The Netherlands and Spain, with more than 10 million active users, and over 3 million paying subscribers.

Further information
For more information, please email the Spotify press office at

Product images, pictures of grinning management and hi-res logos can all be found here:

About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world's beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across the Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through Miller Coors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website,

In the UK and Ireland, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Tadcaster, Alton, as well as the Sharp's brewery in Rock, Cornwall. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Doom Bar, Singha and a range of speciality beers.
 Respect for alcohol is one of the guiding principles of the organisation and that is why Molson Coors was one of the signatories to the Responsibility Deal and works with its customers to encourage people to enjoy its drinks responsibly through support for Best Bar None (run by the BII) and Community Alcohol Partnerships (run by the WSTA).

Contact details for further information
For further information contact the Molson Coors Corporate Press Office on 01283 511000 or email

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