Marketing

The makers of a super-strength lager that delivers 4.5 units of alcohol in one serving have agreed to amend their marketing strategy after receiving a reprimand from an industry watchdog.    The Portman Group found that British brewer Wells and Young’s ...

Carlsberg is claiming to have struck sponsorship gold with its 20-year backing of football’s European Championships. The Danish brewer says it sold 1.5million litres of beer during the recent 2008 finals in Austria and Switzerland.   The brewer had access to 5million ...

The makers of Britain’s best-selling premium lager finally confirmed industry rumours today and announced it is venturing into the country’s fastest growing beer segment with the launch of a 4% abv Stella Artois.The creation of a standard strength version of ...

An independent importer is hoping to cash in on the cache that Brazilian culture carries by pushing a premium lager from Rio into the British market. PLB Wines’ campaign to win Palma Louca more shelf space in the UK’s clubs, ...

The British Lawn Tennis Association has announced the start of its hunt for sponsorship following the termination of its 30-year association with InBev earlier this year. The 2008 Artois Grass Court Championship, which gets underway next month, will be the last ...

SABMiller’s campaign to make Peroni Nastro Azzurro synonymous with all that is cool continued this week with the launch of the Italian brand in the Canary Islands.  The Canaries’ beautiful people were lured to a fashionable Tenerife nightspot on Sunday ...

Heineken has renewed its long-standing contract with UEFA to sponsor the UEFA Champions League for a further three years, remaining a principal sponsor through to the end of the 2011/12 season.The Dutch brewer has been astute in leveraging global interest ...

Michelob is looking for more elbow room in the UK’s premium lager market with an advertising campaign reinforcing it as a top class tipple. Brand-owner Anheuser Bush has the jet set in its sights with its new print and outdoor ...

Polish brewing powerhouse Kompania Piwowarska, a SABMiller unit, has picked its new head of marketing, sales and distribution from the ranks of breakfast cereal giant Kellogg’s. Kevin Brownsey, former sales boss of the cornflake king’s UK wing, takes on the new role ...

Increased competition in one corner of the booming Southeast Asian beer market has led to a new brand being launched. And the Carlsberg and Laotian government joint venture Lao Brewery Company (LBC) has suggested that its latest beer, Lanexang, could ...

Complaints about an advertising campaign for one of Britain’s best-selling lagers have been dismissed by the Advertising Standards Authority (ASA). The agency announced today that three ads – one poster and two TV – in Carling’s Belong campaign have been ...

Italian premium lager Peroni Azzurro’s quest for global adoration has reached its next leg with a foray into Russia. Brand owner SABMiller hailed the latest launch of its Latin lovely as the most significant for the brand of the year so far.In the last ...

Following the finalisation of its Grolsch acquisition in late February, SABMiller has appointed Ronald van Amerongen as international brand director for the same name brand.Van Amerongen was previously Grolsch’s director for global marketing, where he was responsible for the growth ...

Sainsbury’s is launching a brewing competition that guarantees at least 15 entrants an order from the UK national supermarket chain.According to Sainsbury’s beer and cider category buyer Chris Craig, the competition will aid smaller regional brewers who desire a supermarket ...

Already an exclusive importer of Carlsberg beer in Mexico, Grupo Modelo is once again collaborating with the Danish brewer to have its brand portfolio distributed in Italy, Switzerland, Malaysia and Singapore.The Mexican brewer, which currently produces five international brands, including ...

The Czech Republic’s smaller brewers stood their own against their large internationally-owned competitors at last night’s Ceske Pivo (Czech Beer) Awards.Starobrno, owned by Heineken, scooped the pale lager (12o Plato) award with its Starobrno Medium brand. The runner-up was Kozel Medium, ...

Hobgoblin, the British strong dark ale from Wychwood that ruffled features a few years back with the strapline, “What’s the matter lagerboy, afraid you might taste something?” is at it again, building on a natural affinity between the brand’s mythical ...

Brewers’ Guardian marketing editor Pete Brown sets off this month this month on a literal voyage of discovery, retracing the journey undertaken by a barrel of India Pale Ale from Britain to Kolkata (Calcutta), former home of the East India ...

Impressed by the results of a three month on-trade trial, draught Guinness Red is to be rolled out across Great Britain. The launch is being backed by £2.5 million in marketing support with spend both above and below the line. ...