Heineken launched hard seltzer Pure Piraña in Europe last year. However, a lack of familiarity among UK consumers is holding the category back, the firm’s UK marketing director says.
The brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
A combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
Far from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Amstel’s global brand director says the brand’s latest campaign is a move to differentiate from rivals who pitch the functional benefits of low ABV drinks.
Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Heineken is launching hard seltzer brand Pure Piraña in Europe as it diversifies beyond beer to capitalise on the growing trend of health-focused beverages.
Heineken used its sponsorship of the UEFA Champions League to attract new digital consumers, dispelling the myth that digital only increases sales penetration among loyal customers.
Heineken is using it’s 20-year partnership with James Bond to challenge preconceptions about non-alcoholic beer and boost growth.
From chilled-out bulldogs and record-breaking vegan snacks, to probably not the best beer in the world and Alan Partridge’s ‘back at the BBC’ memo, here’s part one of Marketing Week’s campaigns of 2019.
As a culture driven by perfection, craftsmanship and shifting tastes, the Japanese market can prove a steep learning curve for marketers.
In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
Sports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
Heineken’s ‘Say Yes’ campaign, which includes Heineken 0.0, Birra Moretti Zero and Old Mout Alcohol-free, marks the drinks giant’s biggest investment in low and no alcohol to date.