Kronenbourg 1664: Long-Term Marketing Supreme

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

2012 - A Challenger Brand in Challenging Times

In 2012 Kronenbourg 1664's fortunes were not looking good. Sadly, this wasn't new. Since the heady pre-recession heights of 2007 when the business was selling 1.7m hectoliters of beer*, Kronenbourg had been in chronic value and volume decline within an industry that was selling less and less beer and where competition was stiffening.

In the on-trade Kronenbourg had lost 26% of volumes* in the last year and the more robust off-trade wasn't faring much better, with 14.5% in volume losses*.

With the burgeoning craft lager and world lager...

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