Carlsberg is launching a new Blackcurrant flavoured beer in
an effort to take advantage of growing demand for "easy-to-drink beer" and
penetrate the largely untouched category of younger beer drinkers.
The move comes just a week after one of the world’s leading
brewers – SABMiller, announced it was planning to launch a new range of beers
aimed at wine and spirit drinkers. Alan Clark, chief executive
of SABMiller, claimed that the beer market has been neglected for a number of
years and is in much need of rejuvenation.
Carlsbergs’ expansion into this category
will come in the form of a 2.8% Blackcurrant flavoured beer, which will be available
in a range of pack sizes, including a new 660ml sized bottle for those who wish
to share the beverage.
The
new product which will be pushed by a £3m marketing campaign is to be promoted
as “refreshing” and “easy-to-drink”, a strategy reflecting that of Carling
Fruit Coolers and Foster’s Radle, both of which also offer a lower-strength
beer. Carlsberg will additionally look to target opportunities concerning music
and summer events, a strategy pursued by Heineken when it sought to penetrate
the younger drinkers’ category.
Senior brand manager for Carlsberg UK,
Dharmesh Rana, says the company is looking to establish a range of beers that “appeal
to every occasion and consumer”. According to the senior brand manager “insight
shows consumers are looking for a range of flavours from established everyday
categories and the brands within them.” She continues to add that the
company are confident it will soon become a core part of the Carlsberg family
of brands.
Carlsberg will hope to emulate the
success of Heineken – whose tequila-flavoured beer 'Desperado' has gone down a storm with
youngsters and given new hope in there being room for change in the beer
industry.
Understanding how the beer market is evolving directly due to market trends is essential business information. Market intelligence will provide you with the actual market situation, key drivers and trends behind the market and forecasts for the industry so that you can stay ahead of the competition. 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:
Understanding how the beer market is evolving directly due to market trends is essential business information. Market intelligence will provide you with the actual market situation, key drivers and trends behind the market and forecasts for the industry so that you can stay ahead of the competition. 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, image
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Marketing
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