Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/64274
In many cases, they're already see- ing positive results. "Millennial and multicultural consumer segments are gaining in size and influence," said Scott Blazek, senior vice president sales for Heineken USA, "and estimates indicate they will drive more than 70% of beer growth in the next ten years. We've focused our attention on these core demographics with marketing campaigns that resonate with these consumers." Corona, still the leading import, was up 0.5% in 2011, but is gaining momentum as it gears up for summer programs. "We're going to be disciplined on how we approach the year," Hackett said, "and fill in opportunity gaps without getting too far ahead of our- selves. We'll continue to play with the creative on the theme of how consumers can create their own 'beach' experience. We want to let them decide where and when that is, but think about Corona more often." The brand launched the first of its new ads, "Spotlight," in March, and unveils another called "Taxi" this summer. Four different outdoor ad executions depicting beaches in unexpected places started appearing in May in ten key markets. The "Find Your Beach" theme extends to a new and improved "Win Your Beach" summer promotion from May through July at retail that offers consumers a chance to win a wide range of prizes. Corona also had great success last year with the 32- ounce "La Familiar" bottle in limited distribution. Targeting a specific set among a Mexican demographic, the brand will expand its reach. Corona Light also has plans to find new ways to build and support awareness after about 1.0% growth in 2011. Crown is testing Corona Light draft in Miami and Philadelphia and looking at ways to translate its experience to more off-premise sales. Modelo Especial, the number-three import brand, saw sales rise 14% last year, with vol- ume continuing to expand this year. Marketing efforts to date have primarily targeted Hispanic audiences, but the brand is putting resources against both Hispanic and general market con- sumers this year. A new campaign targeting the latter was in the works this spring and expect- ed to break this summer. In the meantime, Modelo Especial has expanded support of its Diageo Guinness USA is providing marketing support to Guinness Black Lager, which has seen success since its debut in 2011. summer soccer program by adding a Mexican spokesper- son in addition to the USA's Clint Dempsey. A-B InBev is featuring this Best of Belgium package, including Leffe, Hoegaarden and Stella Artois; Stella is now the seventh best-selling import in the U.S., and gained another 5.0% in 2011. Crown had great success with its introduction of Victoria here, a well-known dark beer in Mexico. The brand is available in 14 mar- kets. Rather than expand to additional markets, Victoria will target general market consumers and build its presence in those markets. And Pacifico is expanding its draft product into sev- eral new markets this year, such as New York, to build awareness and encourage more off-premise sales. Reinvigorating Classics ularly the fourth quarter. "We're very encouraged by the momentum we saw in the second half of last year," said Blazek. "Heineken Lager has now returned to growth, and Dos Equis con- tinues to be on fire. Overall, the beer market is stagnant, but the upscale segment is showing steady growth. This is the space where Heineken brands play." The brand will continue to leverage the successful "Legends" campaign with a bigger investment in both digital and traditional media. A new execution — a tie- in with the new James Bond film "Skyfall" — bows in September. The tie-in features participation by Daniel Craig, who has played Bond in the last two films in the franchise. This year marks the 50th anniversary of the James Bond films. H "At retail this summer, Heineken will launch Heineken Summer Voyage," Blazek said, "a program that includes unique content and special cross-merchandising offers as well as the chance for consumers to win one-of- a-kind festival and event experiences offered worldwide. We're also introducing two limited edition Heineken Heritage can packs this year." Summer Voyage, supported with a range of media, gives Heineken and Heineken Light consumers the chance to attend events like the Ultra Music Festival, TrBeCa Film Festival and U.S. Open, as well as win prizes, including instant rebates and mail-in rebates, where legal, on Heineken, Heineken Light and select grocery products. The "world's most interesting man" has been a hit with consumers, as evidenced by the fact that Dos Equis Beverage Dynamics • www.beveragedynamics.com • May/June 2012 • 31 eineken saw brand volume decline last year by 3.6%, with Heineken Light off 2.6%, but sales turned around in the last half of the year, partic-