Hard seltzer brand White Claw has grown rapidly in the UK since launching last June, and is now looking to expand the nascent category by taking market share from beer.
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.
With the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Multiple ads for three hard seltzer brands, including BrewDog, have been banned by the advertising watchdog for making unsubstantiated health claims.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.