Carlsberg - Beer Market Growth

In 2010 the Danish Beer Brewer had every confidence in a steady growth of the lager market. Carlsberg had set a profit target of 20% in 2010. It's now clear that beer companies can't achieve these targets without acquisitions, 'growth in new countries & markets' and addition of new products to the portfolio.

The difficult situation in Russia, a big market for Carlsberg is one of the reasons for the declining profit margins. The profit margin in 2012 dropped to 14,6%. The Russian government is tightening the regulations on the alcohol market. They do this in order to try to reduce the alcohol abuse in the country.

For the next few years Carlsberg is going to focus more on Western Europe in order to stabilize their position.

The American research bureau Consumer Edge Insight did a research to find out why the beer consumption is slowing down in most parts of the world. The most important cause is the evolution in taste according to 51% of the females and 45% of the males., this explains also why there is such a wide variety of beer tastes available on the market. Health reasons is number 2 according to the research. The third reason according to the investigation is that beer is seen as a 'fat maker'.
Source: Beernet.com  

What are your views on the results of this research?

Cheers,

Jonathan

Hahn Premium Light: Bomb

The Aussies are back, this time I'm going to highlight Hahn Premium Light Beer.

Next 2 commercials are the winners of the Outstanding Funny TV Commercial at the 2003 Australian Comedy Awards. It might be some time ago but it's still as funny as hell!

Like always, sit back, relax and enjoy!

Beanbag Bomb

Personally I really like these commercials because they contain many interesting elements.

In the commercials they firstly grab the attention of the audience by displaying this hot woman with barely any clothes on. She also does this incredible sexy 'I want you'-walk! Afterwards you see her enjoying her free time by sitting near the pool in the sun, in a spa and on a Gondola.
Then finally you have the element of surprise. The guy shows up by jumping on the the beanbag or in the jacuzzi, directly takes a Hahn Premium Light and takes a good zip of the bottle. You see the girl watching back at him but the guy just says 'What?'' like it was the most normal thing in the world.
Catchy slogans as: Some drink it because they're responsible, others because they just looove the taste (with a nice Australian accent)

Spa Bomb

In 2005 Hahn Premium Light aired the Gondola Fishing Ad, a sequel to the award winning Bomb ads.

By using humor, they want to draw the attention that drinking Light Beer is not only responsible when you go out but they also want to inform you that their beer actually tastes good! (which one might not think of light beers)

Did you know: Paul Middleditch also directed 'The Big Ad' for Carlton Draught, which I already discussed a few posts ago.

You have got to hand it to the Aussies, they make some funny ads!

Charly