Overview:

Introduction

Today’s beer drinkers are seeking more flavoursome and authentic brands, which has caused sales of premium beers and real ales to rise over the last two years. Crabbie’s Alcoholic Ginger Beer has leveraged its heritage and used premium taste credentials to find an untapped market niche and successfully engage with post-recessionary beer drinkers.

Features and benefits

* Achieve sales growth of ready-to-drink and beer products by learning how heritage and authenticity can be leveraged to enhance brand credibility.
* Enhance your market positioning by learning from Crabbie’s 2010 successful investment in high-profile media and sponsorship campaigns.
* Stimulate ideation and invigorate brands by understanding how demands of UK beer drinkers have changed post-recession.

Highlights

Datamonitor’s research has shown that in the UK, the changing demands of post-recessionary beer drinkers have fuelled a rise in interest for products displaying heritage and authenticity. This has led to an increase in sales of higher-end beers and premium ales that offer premium ingredients and unique flavours.
Crabbie’s was responsible for over 70% of the RTD category’s overall growth in 2010. Its market success highlights the importance of innovating to meet shifting consumer demands and the value of media and sponsorship campaigns in raising a brands profile.

Your key questions answered

* How has Crabbie’s identified an untapped niche in the UK beer market and in doing so gained a competitive advantage?
* How can media and sponsorship campaigns be used to raise the profile of your brand?
* How has Crabbie’s used brand extensions to sustain longer term brand momentum?

DATAMONITOR VIEW
Catalyst
Summary
ANALYSIS
The UK beer market has undergone significant changes following the recession
UK drinkers are opting for premium beers and craft ales in an otherwise flat beer market
Post-recessionary beer drinkers are becoming increasingly interested in heritage, local provenance, and authenticity
Crabbie's Alcoholic Ginger Beer has very successfully engaged with the new generation of beer drinkers
Crabbie's has identified a niche in the beer market with significant growth potential
Extensive media and sponsorship coverage has enabled Crabbie's to target the mass consumer
The flexibility of this brand has ensured market success
Crabbie's 2010 program of innovation will help sustain brand momentum
Brand extensions will enable Crabbie's to broaden its consumer appeal
The Crabbie's brand has also explored the benefits of category-hopping
Conclusions and recommendations
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
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