In late 2019, Eski were approached by Hull City Council’s Public Health Directorate to come up with initiatives that could reduce alcohol consumption in The City Centre without damaging trade for the local businesses.
From this, the Low Ale Trail was conceived, developed and launched during global pandemic! but, more than 5 years on, it’s still gaining national attention and becoming a model of best and innovative practice! Credit to Gilda and Carol in Public Health for creating the conditions so that this innovation could happen.
The brand, logistics, partnerships, digital assets, and PR were developed by Eski and got off to a flying start with the help of Hull BID and BBC Radio Humberside. The faith shown by Hull City Council and the traders meant it has been expanded twice and now runs itself as a well-known feature of Hull’s nighttime economy!
Whilst Eski is no longer actively involved in the Hull initiative we are up for helping other places in the UK develop their own and have lots of lessons learned and ideas that would help make this a success.
Here are a few of the recent media stories covering the Low Ale Trail still going strong 5 years after its initial development:
The Guardian “‘A cultural shift’: drinkers hit Hull’s Low Ale Trail for alcohol-free options”
BBC “’Sober-curious’ scene has drinkers in high spirits”
Daily Mirror “On the Low Ale Trail where it’s 0% alcohol… but 100%”
Radio 5Live “A pub crawl without the hangover”
Hull Live “Hull Low Ale Trail: 35 bars and pubs offering non-alcoholic drinks”
Get in Touch
Please contact Eski if you’d like to learn more about this or other Public Health initiatives we’ve developed of the past 15 years.
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