Caffrey’s is hoping to “attract a lost generation of smooth ale drinkers” in a digital marketing campaign with Spotify, it has been announced.

In what may appear to be two unlikely bedfellows, the Irish ale brand, headed by Molson Coors Brewery, has created four exclusive radio shows only available on the digital music service in an attempt to modernise the company image.

This is the final piece of the £1 million jigsaw of Caffrey’s redesign. A print campaign was launched in last month, which included adverts in several national newspapers and magazines, as well as a poster campaign in the North West of England.

Under the tagline of “redefining smooth”, each show will play ‘redefined’ songs – mashups, cover songs, samples – with each user who clicks through to the campaign page being able to vote on their favourite.

Because of the advertising nature of the campaign, it will only be available to subscribers of the free Spotify service, as paying subscribers do not receive adverts.

Currently, of the 10 million plus active users of Spotify, only three million are paid subscribers – a figure which has crept up by 500,000 since November.

Spotify announced at the AdAge Digital Conference in April over 1.5 billion Facebook shares and prophesising that “every smart device in two years will have access.” This means that Caffrey’s will be hoping to take advantage of social media overlap.

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.”