SABMiller 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.
With an AB InBev and SABMiller takeover on the cards, Marketing Week explores whether the never-ending quest for global expansion could lead to a consumer backlash.
Camden Town Brewery is launching its first above the line campaign since AB InBev acquired the business in December last year. While the takeover news was met with widespread criticism within the craft community, the brand’s managing director Mark Turner insists the brand has remained independent.
Consumer confidence remains at record lows as hope fades of quick economic bounceback.
From M&S cutting marketing spend by a third to KFC’s new campaign and changes to how news brands report audiences, catch up on all this week’s biggest marketing news.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the fair way to determine success, to reallocating budgets, it’s been another busy week. All prompted news and analysis on Marketing Week. Here is my take.
The coronavirus pandemic has forced KFC’s marketing to become sharper and more focused than ever, says UK & Ireland marketing director Jack Hinchliffe.