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.
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
