Subject Index
 

Rolling Rock was losing loyal drinkers because of a controversy stemming from the purchase of the brand by Anheuser-Busch. In the beer market, the conversation that surrounds a beer is sometimes more ...

This case study discusses Amstel's sponsorship of the UEFA Champions League (UCL), providing evidence that if a brand owner is prepared to walk in the shoes (or, in this case, boots) of the rights hol ...

In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs. However, Irish drinks company C&C Group, launched its Magners brand – which had zero awareness or di ...

Despite a rich heritage, the Minnesotan August Schell Brewery was finding it tough to get distribution in local bars. The challenge was to establish a larger presence in a crowded market and stake the ...

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...

The regular census, which involves counting more than four million people throughout New Zealand, is a major undertaking, which inevitably falls prey to certain groups refusing to be counted by Statis ...

This case study details a six-year campaign (2000-06) for XXXX Gold mid-strength beer in Queensland. During this period, the beer market was declining, and the brand faced competition especially from ...

In January 2002, Coors Light was the number one light beer, but its appeal was mostly limited to older drinkers and women, so its overall growth potential was limited. Coors needed to cross the divide ...

The Dutch beer market is a highly competitive sector, particularly during the World Cup, when all of the major brands try and appeal to football fans. Heineken wanted to develop a promotional campaign ...

In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pione ...

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but ...

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twen ...

Rainer beer, owned by Pabst Brewing, was a local brand in the US Pacific Northwest facing declining sales. In 2004, Pabst spotted an opportunity to target new consumers – young people looking for auth ...

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft. The company l ...

In the 1990s, beer brand, Miller Lite, owned by Miller Brewing, was losing market share and had been replaced as the best selling light beer in the US by Bud Light. To turn the situation round, Miller ...

In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...

After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...

In the 1990s, Heineken beer had an outdated image in the US. It was seen as a beer for special occasions not for everyday drinking. It needed to connect with 21 to 35 year olds while maintaining its r ...

Australian beer brand, Fosters, wanted to create greater awareness in the US, which was dominated by big budget, domestic beer campaigns. Focusing on Australia’s reputation as a refreshingly untamed l ...

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own. ...

The Boston Beer Company’s Samuel Adams brand was one of America’s first specialty beers but was suffering increased competition from mass market brewers who had introduced their own “craft brews.” In ...

In a bid to differentiate Michelob beer from a confusing range of super-premium, and microbrewery brands flooding the US, Anheuser-Busch increased its advertising budget from $17 million (approximatel ...

In 1999, Anheuser-Busch had the two best-selling beers in the US and more than double the market share of any competitor. Despite a decade-long decline in sales, Budweiser, its flagship brew, remained ...

This paper describes how the Budweiser brand image was updated to appeal to a new generation of beer drinkers. Building on the success of irreverent, ironic humor in communicating Budweiser’s brand v ...

Anheuser-Busch introduced new “ice brewed” beer brands, Bud Ice and Bud Ice Light, in the US in 1995. An ad campaign featuring sinister penguins allowed the brand to reach across race and gender line ...

Keeping a successful campaign fresh is difficult. It was a problem faced by US beer brand Budweiser, which had run a very popular series of ads featuring animatronic frogs that had tripled consumer aw ...

In the mid-1990s, alcohol consumption amongst key US consumers aged 21 to 30 declined and Bud Light was particularly affected. A new ad campaign was launched to appeal to a generation of young men rai ...

This paper describes how Budweiser responded to the move from US consumers away from the traditional brewers towards beers produced by smaller, often local microbreweries. The number of twenty one to ...

Stout brand, Guinness, has traditionally been the major sponsor of regional festivals and events throughout Ireland, but over time the sponsorships had become fragmented. A new unified strategy was de ...

Carlsberg, the beer brand, was losing revenue and awareness to INBEV, the largest Belgian brewer. It had to reverse the trend in Belgian bars, shops and restaurants. A six month promotional campaign t ...