Budweiser (Québec): 1994-2004

Beer brand Budweiser targets young drinkers – a notoriously fickle group of consumers, but over ten years it has increased its market share from 9% to 14 % in the face of increasing competition and has become the leading beer in Quebec, Canada.
Agency: PALM Arnold CommunicationsAuthors: Stéphane Boulay, Sophie Hénault, Ann Bouthillier, Marie-Hélène Rivard, Frédérique Delagrave, Nicolas Dubé, Daniel Poirier, Éric Chavagnac, Sylvie Chartré and Claudette Valois

Budweiser (Québec): 1994–2004

Advertiser: La Brasserie Labatt Awards: Sustained Success - Gold

EXECUTIVE SUMMARY

Business Results Period: 1994–2004.Start of Advertising/Communications Effort: 1994.Base Period for Comparison: Historical.

To say that the beer market is competitive is an understatement. In 1995, a year after this case history begins, Budweiser was battling with 99 different brands. Ten years later, consumers had 230 beers to choose from.

By 2004,...

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