Brewing the marketing mix:

Marketing Tactics for Beer Companies in a Volatile Market

What’s in the bottle might be the same but what’s outside the bottle is different for everyone.

Been to a pub or bar lately? Or have you just been enjoying the occasional pint at home? No matter where you get your drink on, the marketplace is full of fancy bottles, exotic flavours and eye catchy labels. So what distinguishes one brand from the other? What makes a person choose one beer over the other? It could be the taste, the brand, the price or an emotional attachment or a mix of everything. The big question for marketers is “How do you stand out in a fiercely competitive space that is saturated by global giants?”

In this article we take a look at how alcohol consumption has changed in recent months and how brands can capitalize on the changing market with insights from industry expert Chris Maffeo.

HOW HAS ALCOHOL CONSUMPTION CHANGED IN THE PAST YEAR?

Been to a pub or bar lately? Or have you just been enjoying the occasional pint at home? No matter where you get your drink on, the marketplace is full of fancy bottles, exotic flavours and eye catchy labels. So what distinguishes one brand from the other? What makes a person choose one beer over the other? It could be the taste, the brand, the price or an emotional attachment or a mix of everything. The big question for marketers is “How do you stand out in a fiercely competitive space that is saturated by global giants?”

In this article we take a look at how alcohol consumption has changed in recent months and how brands can capitalize on the changing market with insights from industry expert Chris Maffeo.

Source: statista
Been to a pub or bar lately? Or have you just been enjoying the occasional pint at home? No matter where you get your drink on, the marketplace is full of fancy bottles, exotic flavours and eye catchy labels. So what distinguishes one brand from the other? What makes a person choose one beer over the other? It could be the taste, the brand, the price or an emotional attachment or a mix of everything. The big question for marketers is “How do you stand out in a fiercely competitive space that is saturated by global giants?”

In this article we take a look at how alcohol consumption has changed in recent months and how brands can capitalize on the changing market with insights from industry expert Chris Maffeo.

Source: statista
As can be seen from the picture above, taste is the top three most important factors for consumers to choose a beer are Taste, Price and Style of beer. While all major manufacturers have mastered brewing beer with impeccable taste and pricing it to maximize sales, it is the styling of the product and brand that could make a huge difference for a consumer.

So how does a beer company style and present itself in a way that distinguishes it from the competition? Let’s have a look at one of our most famous clients, a brand close to our home and hearts Staropramen. Staropramen’s Czech origin, long brewing tradition and storied heritage make it attractive for consumers all over the world as can be seen here Staropramen’s Historical Stories to the World. The current Staropramen campaign focuses on the history and tradition of the brewery, celebrating “150 years of moments”.

We also had the opportunity to work with Staropramen in creating a unique campaign for the Czech market. By using the positive feelings that the city of Prague arouses in consumers’ minds, our solution was to establish Staropramen as the beer that embodies the “Spirit of Prague.” Our “Legends of Prague” TV campaign showcased some of the many magical stories of the city, and gave them an interesting and uplifting modern twist.
 

Watch the TV spot below!

In the last years, there has been a proliferation of craft brands. They all fight for the same shelf space. In my experience, the only ones who make it are those who have cracked how to translate their brand positioning into a commercial proposition that distributors and customers buy into…

Chris Maffeo
Drinks industry Advisor & Educator | WSET L2

Been to a pub or bar lately? Or have you just been enjoying the occasional pint at home? No matter where you get your drink on, the marketplace is full of fancy bottles, exotic flavours and eye catchy labels. So what distinguishes one brand from the other? What makes a person choose one beer over the other? It could be the taste, the brand, the price or an emotional attachment or a mix of everything. The big question for marketers is “How do you stand out in a fiercely competitive space that is saturated by global giants?”

In this article we take a look at how alcohol consumption has changed in recent months and how brands can capitalize on the changing market with insights from industry expert Chris Maffeo.

  • What is the occasion mix that the brand and range is targeting (e.g. is it an alcohol free beer, then maybe daytime occasions could be the starting point)?
  • What outlet mix is right (e.g. a traditional pub, a craft beer pub or a burger joint)?
  • What SKU mix is right? (e.g. often craft brands focus on draught but it is much easier to get distribution with bottles or cans and then expand)?
  • This way, a brand is able to map the city in which it is launching, starting with the end in mind and understand what is the best route to market to launch.
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