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.
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.
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