Beerlao Gold: The pride of Laotian Success
Design Bridge
Executive summary
Since 1973 Beerlao has dominated the Laos beer market. In 2010 Beerlao Gold was launched as a premium line extension with the objectives of increasing Beerlao's gross profit as well as stealing market share back from Heineken and Tiger who had begun to expand their presence in the premium segment of the category.
The original Beerlao Gold design failed to connect emotionally with consumers and convince them to pay a higher price than their already beloved Beerlao.
In 2013 Carlsberg collaborated with Design Bridge to reinvent the Beerlao Gold...