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.
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.
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
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?
Understanding how the beer market is evolving is fundamental to those operating within this inudstry. Market intelligence will provide you with the essential market insights, key drivers and trends analysis along with forecasts for the industry. The Industry Report Storehas a huge variety of beverage reports, providing up to date insights and market data for the industry as well as outlining potential opportunities for the future. Why not take a look at some of our most popular Beer Market titles:
Industry Report Store is one of the world’s most comprehensive libraries of market intelligence, with the perfect report for every business need at every budget. Business information is paramount for companies seeking to stay ahead amid challenging economic conditions and intense competition. Contact us today to take advantage of our premium intelligence insights and keep up with your industry competitors.