ACopenhague, on a building of the place of the Hotel de Ville, appears in large letters the slogan "Carlsberg, probably the best beer in town." Docks of the Nyvahn canal, tourists and residents benefit from the Sun a visible stamp hand can. Later, a bar installed on the water wears the colors of the brand of beer. Like some blankets on bicycle-taxis at night and its freshness.
The claw is visible at each street detour. It must be said that the group whose name it bears, but who now has a portfolio of brands, printed his paw on the Danish capital. It occupies a large site, even if the production has been recently transferred to Fredericia, 200 kilometres from the capital. The Group hopes to lead the project of a miniville bearing the name of Carlsberg - thus cleared lands but funded - including housing, offices and shops.
In France, brand is obviously not the same weight. But today more voice, gaining in notoriety. And has seen its market share advance, up 0.35 in value in the large distribution in 2009, and amounting to 1.2 in volume in the circuit outside the home.
Its position is "premium". It said in a hexagonal market tend to be, it has adopted in all its networks the new bottle Club, pass more elongate, the discreet label and the name embossed in the glass. She thus wants to modernize its image by continuing to develop its referencing in clubs and trendy bars. Goal of the game: touch the public of the young men (aged 25-35), urban, travelling regularly, already a little expert in beer.
Communicate throughout the year
The industrial also began to communicate around a theme related to the "dancefloor". He is the partner of connected parties, organises events in clubs and associated itself with the major events related to skiing, summer and winter. "We have changed strategy." We rely on a presence in marketing and communication throughout the year and not only during the warmer season. "This allows us to better capitalize on the brand," says Gaëlle Alves, head of product Carlsberg Breweries Kronenbourg, which are now in the fold of the Danish group. With results in the key. At the end of may, the claw was 24 in cafés, hotels and restaurants, and 19 large surface. And it is even 30 growth for this year.
In France as in the some 150 other countries where it is present, the Carlsberg brand, claiming fourth place world, has an interest in adopting a well marked communication territory. Because it shares with rival Heineken color code: green. Even if the tones are different.
Danish claw modest place in the hexagon transforms our country pioneer. The brand is tests the lengthening of the duration of conservation of the product in optimum conditions of taste, from thus six months typically observed for all the beers in a year. The method is based on a particular treatment of barley, and it must have time to grow. Hence the interest of not need of at the outset of too large volumes. This new version, produced by Brasseries Kronenbourg, will be launched the year next throughout French territory. What interested consumers, but also distributors.
This novelty, which will rise gradually in other countries, must say one of the axes, of innovation, claimed by a mark that, in 1883, found a new yeast and the mit at the disposal of all brewers who wanted. Or the application of the "open source" philosophy before time.