Heineken’s US unit has launched the
limited-edition Cabbie Black Ale in time for Christmas, acting as an extension
to its popular Newcastle Brown Ale brand. It’s available from now through to
March 2014 in bars and liquor stores nationwide. Cabbie Black is a dark ale,
with 4.2% ABV, and a subtle fruit flavour with complimenting bittersweet notes
of chocolate and coffee.
What’s so exciting about this release is
the collaboration that the Heineken US unit have with smartphone app Taxi
Magic. This cunning marketing technique stems from the drink’s origins, as it’s
brewed and bottled in the UK with a label featuring the traditional London
black taxi cab. Together the companies are expecting to distribute more than
$1m in free cab fares around the US throughout the holiday season. The app is
available to download for both Android and iPhone, and with operations in more
than 60 cities it looks to be an extremely successful collaboration.
Newcastle Brown Ale brand manager Brett
Steen said about the venture: "Our work with Taxi Magic is a great way to
combine responsibility and moderation with Newcastle drinkers' quest to enjoy
living life to the fullest."
It’s an extremely clever way of exploiting
the popular use of smartphones by consumers. More and more beverage companies
are using apps to engage their customers, promoting the ‘social’ side of
drinks. With apps that help the consumer to choose which drinks to buy and
where, as well as new technologies such as breathalyser apps, it’s a wise move
for beverage companies to keep their marketing strategies in line with modern
consumer behaviour.
Market intelligence, such as consumer
trends, is essential for the beverage industry to ensure that their businesses
have all the latest information about the market. The Industry Report Store has
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Canadean, the
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which brewers ranked as the global top ten in brand performance, with findings
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We are currently
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The
Industry Report Store has an extensive database of reports, including more
beverage market insight reports, so please don’t hesitate to contact us if you
would like to know more.
About Industry Report Store:
Industry Report Store is the most comprehensive online resource for market research reports, analysis, news and expert commentary on 40 industries in over 100 countries. Find over 150,000 global and country sector reports, consumer trend reports, company profiles and market guides, all available for online purchase.The reports in our store draw on robust primary and secondary research, proprietary databases, industry surveys and insightful analysis from our own in-house expert teams and from carefully selected third-party publishers. We provide access to the latest data on global and local markets, key industries, top companies, M&A activity, new product launches and trends so you can make faster and better informed business decisions.
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