SABMiller have plans to launch a new range of experimental beers to attract
wine and spirit drinkers.
SABMiller are now conducting extensive research to
understand how beer can compete in the space that cocktails, spirits and wines
currently occupy. The company are
looking to launch a new range of fruitier and sweeter beers moving forward in
the hopes of appealing to the growing number of discerning alcohol drinkers.
SABMiller, one of the world's leading brewers with more than
200 beer brands, believe that there are now an inordinate amount of beer brands
around the world that are similar in taste.
Alan Clark, chief executive of
SABMiller, has claimed that the beer market is one that has been neglected for
a number of years and is in much need of rejuvenation.
Viewing this as an opportunity, SABMiller are now conducting
extensive research in understanding
how to develop beers it can market more prominently around factors such as
colour, smell and alcohol level. Clark
has said that innovation in this area is about reintroducing a wide range of
flavours and experiences that are available from the natural raw materials
within brewing such as malt and hop varieties, alcohol and bitterness levels.
The last time the beer category saw a notable form of
innovation was when Heineken created its’ tequila flavoured lager – Desperado. The Dutch brewer launched the tequila flavoured beer in France in 1995, when it
sought growth outside of plain lager with a bid to pull younger drinkers into the
category. The beer has since become an international success, making it evident
that there is certainly room for innovation in this category yet and to those
who get it right, it can be a lucrative business.
Reviving this category is part of SABMillers' long term marketing strategy to improve its premium mix and extend its product usage into other occasions.
To form an effective marketing
strategy, it is vital to have up-to-date
market intelligence, not only to ensure you understand the dynamics and sturture, but also to accurately access opportunities within the market.
The Industry Report Store has a variety of beverage reports, providing insight into the current market situation as well as potential opportunities for the future. Here are some of our most popular Beer Market titles:
Contact us if you would like any sample pages or if you want to enquire about any reports that we might have.
Sources: Marketing Week Just-Drinks
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Bianca Underhill
Marketing
T: +44(0)20 3220 0814
M: bianca.underhill@progressivemediagroup.com
M: bianca.underhill@progressivemediagroup.com
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