Hahn Premium Light - turning the tables on the most aggressive of competitors
Mike Daniels and Simon Wassef
Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership. By 2003, however, three new light beer brands (Cascade Premium Light, Sterling and Boags Premium Light) had been introduced.
Hahn Premium Light – turning the tables on the most aggressive of competitors
EXECUTIVE SUMMARY
Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership over Fosters Light Ice (FLI). The story of this achievement...
