Brahma gives way to 'dream' team

11 July, 2008

Inbev UK has relegated its Brahma Brazilian lager from a core "drive brand" status in the UK.

The move is part of the company's increasing focus on what Inbev UK president Stuart MacFarlane called a "dream partnership" of Stella Artois and Beck's.

Brahma was launched by Inbev UK in 2005 with a 5 million marketing budget, and was being advertised in cinemas as recently as last autumn.

At the time of its launch, it was highlighted by MacFarlane, then head of take-home for the company, as one of three global brands - alongside Beck's and Stella - that would most feel the weight of Inbev's marketing investment in the UK.

But MacFarlane said at a recent press conference: "Brahma is slightly more defocused than it was before. That's not to say it hasn't been a success but we're going to take a different approach in responding to consumer trends in innovation on Stella Artois and Beck's."

A new 4% abv Stella is

due to hit shelves from August.

OLN's 2007 Beer Report showed a 4% drop in Brahma sales in the take-home trade

and the brand being overtaken by Tiger Beer and Inbev's own Leffe brand.

Brahma was named as a "brand to watch" by the Superbrands organisation in 2006.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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