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.
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 Superdrug’s response to the cost of living crisis to how SMEs tackle long-term brand building, it’s been a busy week. Here is my take.
M&S Food has a “busy summer” of marketing ahead of it, says marketing director Sharry Cramond, as the grocer doubles down on delivering healthy food at low prices.
Price and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.