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Kronenbourg on launching a sub brand to recruit non-beer drinkers to the category
Consumer lifestyles and behaviours are changing, says Carlsberg Marston’s director of marketing Dharmesh Rana, something that beer brands must “face into” to grow “in the very long term”.
Some of the most famous brands in the world are from the beer sector. It’s little wonder: beer is the biggest alcohol category globally and enjoys high penetration, with over three in five adults (62%) in the UK drinking beer, according to Mintel.
However, while beer is often viewed as part of the cultural furniture in the UK and many other countries, brands cannot take their long-term growth for granted as consumer habits shift, says Carlsberg Marston’s Brewing Company’s director of marketing for its premium brands, Dharmesh Rana.
