Thursday, 6 March 2014

AB InBev prepares to launch new rum-flavoured beer

The new Carribean inspired beer named ‘Cubanisto’, will be launched by AB InBev at the end of this month.

The new 5.9 per cent ABV beer which will be sold in 330ml UV-light sensitive coated bottles is purported to taste of “citrus, orange zest and lime” and have the “aroma of caramelised cane sugar and treacle.”



The beer will be aimed at “tech savvy trendsetters” between the ages of 18 and 25 and is to be driven by a series of climactic marketing initiatives. Such initiatives include nightclub events, live art performances and secret pop-up events which can only be discovered through social media. By doing this, AB InBev are hoping to create a trendier brand experience and generate a buzz over the launch of their new product.

Senior brand manager for Cubanisto, Emily Kraftman says: “We really want consumers to connect differently with Cubanisto and so focused on crafting these theatrical experiences where it feels like they’ve discovered something new for themselves.” 

AB InBev, whose most popular brands include Stella Artois and Budweiser, are not the only company attempting to revamp the ‘stale’ beer industry and penetrate the largely untouched market of younger beer drinkers.  SAB Miller recently announced it was planning to launch a new range of experimental beers to attract wine and spirit drinkers, after its chief executive Alan Clark claimed that the beer market is one that has been neglected for a number of years and is in much need of rejuvenation. Last week, Carlsberg also launched its new Blackurrant favoured beer, which it too hopes will bring younger drinkers into the beer category.

These companies will hope to emulate the success of Heineken, who have set a precedent within this ‘alternative’ beer category thus far. Heineken's tequila-flavoured beer 'Desperado' has been a massive hit with younger drinkers and just last week, the company unveiled Desperados Verde, a premium lager flavoured with a twist of mint and lime in addition to tequila.

At present, the flavoured beer category is worth £115m in the UK, but it certainly seems set for rapid growth. The only question remaining is which company will enter it next?

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Robyn Jones
Marketing

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