IT'S ALL ABOUT THE BEER: 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)