Lager brands discover the power of craft
With Peroni and Carlsberg moving to offer consumers a more premium experience, beer brands are steadily exploring craft options when it comes to lager. Yet they must not forget their core offering.
Peroni is a marketing-driven success story, says SABMiller
Sarah VizardSABMiller says the success of Peroni, which it claims is the number one super-premium beer in the UK, is much more a story of marketing than sales as it looks to redefine how and when consumers drink beer amid a wider slowdown in alcohol sales.
Carlsberg considers reselling a 133-year-old lager as it looks to reclaim its ‘craft beer’ heritage
Leonie RoderickCarlsberg is ‘rebrewing’ its original beer using yeast cells from a 133-year-old beer bottle as part of a new global campaign that it hopes will re-establish it as a craft beer brand.
Pepsi jumps on craft craze as it launches ‘1893’
Leonie RoderickWith Pepsi becoming the first major soft drinks manufacturer to launch a craft product to “honour its heritage”, it seems soft drink brands are keen to copy the alcohol industry. But increased awareness is needed if it is to revive flagging sales.
Efficient marketing and CMO tenure: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix subscribers climb after password sharing crackdown
Grace GollaschNetflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?