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.
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.
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.
Carlsberg 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.
With 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.
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
At 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 growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Simon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
CMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.