Leffe Ruby : a new flavoured beer to target women

The Leffe Ruby is a light ale flavoured with berries. It was launched in 2008 in an attempt to conquer the women market which accounts for 20 to 30% of the consumption of beer. This feat has always been the dream of all brewers worldwide. Lots of brands have tried it, and lots have failed. Among recent attempts, in 2005 Heineken launched the Oko and the Isa Verde, but both of them have been quickly pulled out of the market.

Quite the opposite, the launch of the Leffe Ruby was a success. As a matter of fact, the Leffe Ruby was elected « saveur de l’année 2009 ».
Leffe had a full range of beers for men and just needed one especially for women, while still focusing on the segment of the aperitif.
The key to its advertising campaign was not to make it appear as a beer for women, but just keep the same packaging and colour it red.

Source material :

http://www.lsa-conso.fr/leffe-ruby-la-biere-aux-fruits-rouges,63179

http://www.topcom.fr/images/k2coms/resources/pdf/1207_pdf_243-leffe.pdf

HERE ARE THE ALCOHOL EFFECTS ON MEN !!!

SO, YOU RECOGNIZE YOURSELF ?

                                                           AB

HEINEKEN CELEBRATES ITS 140 YEARS

Saturday, November 30, 2013 at Maximus in Martinique , the Dutch brewer Heineken has celebrated its 140 years. Born in Amsterdam, shared worldwide, Heineken distribute its products in 198 countries. With over 140 years of experience, the brand has launched its anniversary limited series tracing key dates in its history and opening the door to the future .
The brand continues to grow in hype places in big cities and always translate its alcohol cool, trendy images.

Heineken has 140 years and still has the taste for celebrations. Heineken celebrated his birthday and intends to blow the candles in the best way possible.
Thus, from October 10 to 17, Heineken celebrated its 140 years in an exhibition barge turned into a submarine with flashy green and red neon. She stowed every day a different place. The brand has decided to think in larger dimension by offering evenings with live music and DJs.

In the submarine, curious people have discovered four interactive areas history of the brand, born in 1873. The possibility for them to learn from the saga of this beer, the most widely distributed in the world.

Again, Heineken has demonstrated its power by celebrating in the best way possible his birthday in an unusual place.
A big communication plan to deploy its forces in order to attract and retain beer's consumer.

Heineken still remain THE INNOVATIVE AND FUN BRAND on the beer market with ads, events everyone has heard about. We recognize here his trademark.

                                                                                                                                                    AB

Heinekein & Design

Contrary to Desperados and its range of different flavors, Heineken bets on its unique recipe, the same since 1813! Out of question to change a recipe which works, Heineken simply develop its beer under different formats:

• ·      Classic bottles of 25cls, 33cls, 56cls and 1L
• ·      Cans of 33cls and 50cls,
• ·      Barrels of 5Liters,
• ·      And 3 “nonstandard” formats with:

A bottle of 15cls launched in 2006 for those who wish a smallest format for the aperitif for example

A “reclosable” bottle of 33cls that is easy to open, light, and unbreakable. This bottle adapts itself to the new ways to consume beer keeping the freshness and quality of the beer. (2011)

The limited edition bottles

Heineken therefore remains classic but for its 140^th birthday, the brand organized a beer bottle creation contest. Firstly, it was a limited edition in partnership with Metronomy (an electronic music group). The aim was to create a design related to the sound. You can watch the video below to understand how you create shapes and designs thanks to sounds.

Lien de la vidéo: http://www.youtube.com/watch?v=TogAAhbvVHs&feature=youtu.be

It then becomes a creation contest between Heineken facebook fans. You could design your own bottle and win it gathering the biggest amount of votes…!

Brasseries Kronenbourg lance une nouvelle marque de bière pour jeunes adultes

With a brand new Nordic stamped, Kronenbourg breweries are tackling the beer segment "trends" for young adults and come hunt on land Desperados and Corona.

Kronenbourg launches a new beer brand called "Skoll", flavoured vodka and citrus on the beer segment "trends" currently occupied by Desperados (Heineken) and Corona (Inbev) and target those aged 20 to 30 years old.

In the "trend" considered as niche market segment, growth was 10% and Kronenbourg needed a new brand according to olive Dubost Marketing breweries Kronenbourg in order to counter its competitors.

The name of Skoll, felt like natural in the eyes of the brand since it means "cheers" in the North countries. The steel blue packaging, which clashes, gives the image of a strong product that tastes so frosty. On this point, the subsidiary of the Danish Carlsberg large group innovated as found on bottles capsule system indicating freshness.

                                                                   

                                                                                                                                                  AB

Heineken : de la bière qui a du style

The famous Heineken brewery has launched its latest innovation "THE SUB" a machine that will appeal to beer lovers.

Indeed, the brewer wants to accentuate the consumption habits of the beer drinkers by reinventing pressure at home. To develop this machine, the brand has partnered with the Dutch giant Krups leader of the beer machine in France.

Always with a view to differentiate itself from its competitors and be faithful to its differentiation strategy packaging, the third global brewer stands by developing THE SUB closely with a renowned designer: the Australian Marc Newson.

To promote its new product, Heineken spent a week in the most exclusive areas of the French capital at the encounter of the faithful.

The Dutch group won big points on the market’s brewer with this new machine and wants to be more present in the lives of beer’s consumer.

Heineken succeed in combine beer and innovation which it's not easy.

Competitors will have to behave themselves

                                                                                                                                            AB

The beers strike back !

Who has never seen a group of friends glued to their smartphones, or a couple who didn't even talk anymore because they are more interested by their mobile phone ?

 

Because drinking a beer has to go with friendliness, exchange and sharing, the brand Polar has invented an original « beer cooler ». It's particularity: it includes a wave scrambling ! No more groups seated together but glued to their smartphones, Polar wants to give again its true meaning to the drink with friends. What an idea !

 

Once a beer is introduced in this « cell canceler », all the smartphones present around the table are scrambled and thus become useless. An original idea, which is riding the wave of « dedigitizing » as did Amstel with its operation « Do not share your free time, live it! » : in exchange for a free beer, the brand offered its customers the opportunity to be apart from their mobile phone.

Today, some brands tends to be much more imaginative to emphasize the social aspect of the beer, in a world which is more and more connected. So don't forget that a beer has to be shared with friends and not with your phone !

J.G.

Drink it fresh !

Freshness is a key element of beer consumption

The freshness of a beer could be defined as large dose of coldness which goes well with bit of lightness. It could have been defined as the short time that occurs between brewery and distribution. We will use the first definition in that article. 

A lot of beer brands used freshness  to express the image of their beer. 

As a beer consumer, have you ever think about drinking a "tempered" beer? 

NEVER! Or at least, if you had choice, you would drink it fresh!

What is strange about freshness is that it is not an own element of the beer.

Brand cannot handle freshness. The consumer has the full control of the temperature. From this fact, we can admit that there is not a beer which is fresher than the other one: It depends on how consumer uses to drink it.

However, most of brands admit that freshness remains an important feature of a beer. Most of them try to attract customers with the powerful freshness of their product.

Corona, the famous Mexican beer, perfectly manages to own this freshness. It is a beer that comes from hot country, which is able to quench thirsty in hottest conditions. Corona brings freshness of the snow up to the beach.

Heineken has launched its "beer spirit by" campaign in 1999 (via Publicis) focusing on freshness: 

Pascal Peltier, Group leader at Heineken, comes back about strategy: "Les bons scores tiennent à la fois à la forme de la communication, les couleurs vert, jaune, blanc, et au ton décalé et humoristique. Les annonces « Esquimau » et « Glaçons » parlent de fraîcheur, mais aussi d'expériences différentes de consommation. Heineken ne fait pas que désaltérer, elle permet aussi de passer des moments de convivialité. C'est le sens du concept « L'esprit bière » : faire vivre des moments de fraîcheur pour le corps et pour l'esprit."

Heineken, for a fresher world (2006)

Heineken, so refreshing (2008)

Hoegaarden, presents its white ale beer in the depths of the coldest ocean. 

Note that ads are often composed from cold colours (green, blue) and white, whereas beer is highlighted due to its natural yellow colour. 

 Polar light, Extra Refrescante !!! Venezuela (2010)

Question: what is the recommended temperature of consumption for a beer ?   Between 6°C and 8°C according to Heinken.

  
 References:
http://www.strategies.fr/actualites/marques/r26649W/trop-forte-la-heineken.html
http://www.theheinekencompany.com
http://www.prodimarques.com/sagas_marques/heineken/heineken.php
http://www.behance.net/gallery/Sumergidos/801836