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DrinksTrade29AugustSeptember2012

cider revolution Creating category ‘norms’ Cider had historically sold itself as a beer, an RTD and all things in between. Consumers were confused. With our advertising agency, we created communication designed to answer the simplest questions - who, when, where and how do you drink cider. We emphasised that both men and women drank cider, immediately increasing the market potential and making cider a unique product in the alcohol category. Distribution and brand-building This was already a strength for cider, as the Strongbow brand featured in all pubs and liquor stores. The growth of RTDs had made fridge space a premium, but fortunately cider was already well- entrenched. The issue lay with engaging retailers in the cider profit story. As retailers were educated in the profitability of cider, its growing popularity allowed more for entrants and better ranging. Creating distinct brands its own burgeoning category. The Brands help consumers understand products and create choice in old marketing rule ‘it’s better to categories. Strongbow and Mercury had historically competed against be first than better’ still holds each other without creating category growth. With ownership of April 2008 alcopop tax made RTDs true- Strongbow is still the number both brands, we created two distinct identities (one mainstream, one relatively more expensive than the one brand in the country. value) and lined up all elements of the marketing mix (price, packaging, Wine Equalisation Taxed (WET) The cider explosion has now imagery) to deliver a choice for consumers within the category. cider category. Cider was now become the drink of a new more affordable for young drinkers generation, reinforcing the role of Energising the teams companies than alcopops. As RTDs trends. There will be continuedyoung drinkers in changing drinkingand more profitable for alcohol Internal marketing was the key to getting CUB to embrace cider. became less popular, the ground proliferation of niche and me-too Selling a layer of cider cases was not as rewarding as selling semi- was ripe for a new experience and players belatedly jumping onto the trailers of beer. Internal reports referred to cider as ‘non-beer.’ increasing interest and diversity in band wagon. The potential reward To change these attitudes, we engaged a PR firm to get cider another category. With a favourable for cider is a change in taxation as noticed. Actors dressed as Strongbow knights crashed meetings, tax regime, new entrants recommended by the Henry review. we had bowls of apples with cider facts stickered on them at from boutique Australian and The potential outcome is another reception desks and road-showed the cider summer program. international cider companies could trend driven by young drinkers The category was set for a catalyst; then in stepped Kevin Rudd. His widen the offer so cider became creating the next revolution. drinks trade 37


DrinksTrade29AugustSeptember2012
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