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 brand. A new product story has been brought to life on pack and crafted in an authentically Laotian way.

Since the launch in February 2014 Laos has fallen in love with Beerlao Gold, triggering a staggering 883% year on year sales growth and achieving 135% of the Feb-May 2014 sales target.