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.
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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.
Can marketers restore trust and transparency in agency relationships?
Michaela JeffersonMarketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
The next normal: How travel brands can chart the journey forward from Covid-19
Marketing Week PartnerThe global coronavirus pandemic impacted nearly every industry on Earth, but few as intensely as travel and hospitality.
Emotion is overdone, rational branding is the big opportunity
Helen EdwardsAll marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
Effectiveness, ad spend, eco-credentials: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.