Research and Markets: Stella Artois Case Study: Tapping Into the Rise of Green and Ethical Consumerism in Alcoholic Drinks

Research and Markets (http://www.researchandmarkets.com/research/b9f26e/stella_artois_case) has announced the addition of the "Stella Artois Case Study: tapping into the rise of green and ethical consumerism in alcoholic drinks" report to their offering.

ABInBev has taken a different approach to the marketing of the Stella Artois brand in the UK by tapping into consumers' intensifying ethical and environmental concerns through the 'Recyclage Deluxe' campaign. This case study assesses how the company has approached this, following a series of short-lived sub-brand extensions designed to improve the brand's image were subsequently withdrawn

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Key Topics Covered:

OUR VIEW

CATALYST

SUMMARY

ANALYSIS

• The introduction of a "green" focused message into the UK beer category marks a change in tack for the category
• ABInBev has developed a holistic set of green initiatives in Stella Artois' marketing
• Volume sales in the UK beer category are falling, reflecting a challenging market scenario in recent years
• The on-trade is spearheading the decline of the UK alcoholic beverage sector
• Greater competition for consumer spend is driving a fall in on-trade beer sales
• UK larger lager brands typically trade heavily on price, while smaller successful brands typically have a distinct market positioning
• Stella Artois is a well-established brand in the UK beer category that predominately targets young adult consumers
• Affluent men aged 18-34 years old are the core target audience for Stella Artois
• Younger men are not necessarily the optimum target group for a reduced packaging message
• Alcohol still lags behind the wider CPG goods in green and ethically aligned messages, but the Stella campaign arguably reflects a change of emphasis
• The lightweight bottle, and reduced packaging moreover, is at the forefront of the latest Stella Artois campaign
• Lightweight packaging also has positive cost implications for ABInBev
• The campaign takes the concept of the "hedge fund" and turns it on its head
• Conclusions and implications

APPENDIX

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Source: Datamonitor