Question

Topic: Branding

Ideas On Promotions And Events For Beer Industry

Posted by Anonymous on 1/31/2008 at 11:50 PM ET 125 Points
I'm currently in the trade marketing division for an international brewery in Malaysia. We used to be the market leader for the past 30 years but have been overtaken in the last 5 years in what is essentially a duopoly market. We have launched a new premium brand to help us regain market recognition as the leader in the beer market and we already have lots of POSM at clubs and we also have teams of mobile promoters hitting the clubs regularly. Are there any events or activities that perhaps you all could recommend to more effectively convey the image of a premium brand to the market?

Please take note that I'm in charge of a region and not national so I can't make a decision on sposoring celebrities or major sporting events.
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RESPONSES

  • Posted by Harry Hallman on 2/1/2008 at 8:27 AM Accepted
    When Peroni beer came to Atlanta they connected with all the premium boutiques and provided product they gave to customers. They provided product for events and tied in with the top clubs. BY influencing these trendsetters, they spread the word. My Son's boutiques received great press, as did Peroni.

    They also rented storefronts and placed the product in the windows (artistically) in popular areas.
  • Posted by Jay Hamilton-Roth on 2/1/2008 at 9:00 AM Member
    Who would be interested in a premium brand? People that are a certain age range? Certain income? Certain lifestyle? Focus narrowly on your target market, and appeal to them directly. Donate beer to events your target market attends. You may need to think outside of sporting events, for example an outdoor music venue, an art show, etc.
  • Posted on 2/3/2008 at 11:54 PM Author
    I think renting storefronts that aren't bars would help buid some buzz for it. Thanks for your answers.
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