Agency: Hedger Mitchell Stark/GGR | Author: Sev D'Souza |
Foster's: The Australian for Success
SUMMARY
The Opportunity
The lager market has grown considerably over the last ten years. The credibility of many of the 29+ brands competing in this market is based on Scandinavian/German heritage. Watney Mann & amp;Truman Brewers Ltd (WMTB) already had two such brands Carlsberg and Holsten in its strong lager portfolio; but wanted a third volume brand on draught to complement the other two, and increase overall profitability. Initial research proved that the consumer was becoming bored and cynical about new brands jumping on...