FRANCE: THE PACKAGING OF SPECIALITY BEERS
Article Abstract:
French speciality beer manufacturers have made packaging innovations, aware that packaging is essential for defining both the beer's target and position within the market. 25cl glass bottle packaging continues to claim 80% of sales volumes of speciality beers, and a long necked 25cl bottle is very common for this product. However, whilst almost non-existant before 1994, 50cl cans have become more and more common as a packaging for speciality beers. Pravda, Murphy's, Adelscott, Desperados and Amadeus are amongst the products that are now available in this format, and sales volumes of 50cl cans have progressed 25%. 75cl bottles are not so popular. 'Fraiche de l'Aunelle' (the first French organic beer, launched by the Brasserie Duyck in May 1998). is packaged in packs of six 25cl containers, available in super- and hypermarkets. A publicity campaign for the beer will run in 1999. Most glass bottled speciality beers have a value-added sealing system, for example the 50cl bottle draught flow system launched by Heineken in 1997.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1998
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FRANCE: MERCHANDISING IN WHISKY DISTRIBUTION
Article Abstract:
The whisky department in the French super- and hypermarkets is not generous in information supplied to the consumer. Though the number of consumers aware of the differences in the whisky family is going up in France, the most of them are quite confused in this department where 300 references and a variety of prices are available. Whilst being about to introduce a merchandising tool which will make it easier for department managers with a computer, William Pitters insists on the importance of displaying together the different references, with an additional 25% in sales when the one-litre magnum is displayed alongside the 70-cl bottle. Seagram France, which bases its merchandising strategy upon the brand and price criteria, was a pioneer in supplying detailed data on the history, origins, etc. of whisky to the client. Moet-Hennessy Distribution (MHD) is to introduce an advertising campaign and point-of-sales teasing to display the five members of its Johnny Walker family.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1998
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FRANCE: SHOPPING CART INNOVATIONS
Article Abstract:
Not only are French shopping carts coming in out in colour there are also plastic carts such as the Polichariot developed by the Catalan company Policad. This shopping cart is made from recyclable materials, it withstands corrosion, is quiet and is easy to manipulate. Let's Go is a motorised cart for pregnant women, people with mobility problems, and for the elderly. Another innovation is the light foldable personal cart which belongs to the customer. However, this cart, which has been tested at Casino since summer 1998, represents an investment of FFr 495 for the customer, which is quite high. Shopping carts, which partly carry the retail chain's image, make it possible to increase customer loyalty and for the retail chain to set itself apart from its competition.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1998
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