Barbican: How Advertising Helped to Revitalise a Brand

Chris MacDonald

Barbican was the first alcohol-free lager, launched in 1979. By 1987 it was losing share in a rapidly expanding market.
Agency: Abbott Mead Vickers/SMSAuthor: Chris MacDonald

Barbican: How Advertising Helped to Revitalise a Brand

BACKGROUND

Barbican is an alcohol-free lager which is marketed and distributed by Britvic Corona - a wholly owned subsidiary of Bass plc.

The brand was launched in 1979 and enjoyed a virtual monopoly for the next 4/5 years. Sales were steady, but profitable and the brand was highly valued within the Britvic portfolio.

It wasn't until 1985 that the market for low alcohol/alcohol-free beer really began to take off and it has shown rapid growth ever since.

So What Was...

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