SCB focuses festive season promotions

Article Abstract:

According to research carried out by UK brewer Scottish Courage Brands during the Christmas 1997 season only 22% of those buying beer in the off-trade are brand loyal and prepared to go elsewhere if they cannot find their usual brand. Most other purchasers do not care about brands and are either indifferent to or actually seek out special offers and promotions. SCB has concluded that promotions should be more focused and has said that its strategy in this area for Christmas 1998 will be to keep things 'simple'. *

Comment:

UK: Research by Scottish Courage Brands during Christmas 1997 shows that 22% of those buying beer in off-trade are brand loyal

Beer & Ale

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Heineken brings packaging design to the fore

Article Abstract:

Whitbread has launched a new packaging design for its Heineken Cold Filtered standard lager and its Export premium lager in an effort to exploit impulse buys which are largely dictated by appearance. Research has shown that 40% of shoppers do not have a specific beer brand in mind when they go into a store. Heineken Cold Filtered appeals to light lager consumers and around one fifth of shoppers purchase the brand when they come into the lager market.

Comment:

Launches new packaging design for Heineken Cold Filtered standard lager & Export premium lager to exploit impulse buys

Standard Beer, Premium Beer, Whitbread PLC, Specialty beers

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UK: CANNED BUDVAR BRINGS IN NEW CONSUMERS

Article Abstract:

Although it had been feared that the canned version of the Czech Budweiser Budvar lager would detract from the premium image, the format is said to be attracting new consumers. Following successful sales of 500ml cans at Asda, other major supermarkets may stock it within a few months. In addition, it is already being distributed by the wholesalers Booker and Winerite.

Beer & Other Malt Beverages, Malt beverages, Marketing, Brief Article, Brewing industry, Breweries

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