Liquor brands

Reinvention of liquor brands

Castle Lite's Marketing Capitalises on the Beer’s Uniquely Refreshing Taste.

Brand innovation by a means of reinventing, upgrading or improving the quality and the look of your product will have a positive impact on your bottom line.

It’s clear; companies need to think out of the box if they’re going to grow their market share going forward. Creative packaging, labelling, branding and improved ingredients will be the solution.

We reflect into those brands that have successfully employed creative thinking to reinvent, stimulating new interest and their stand-out appeal are now netting greater consumer support.

Brand innovation by a means of reinventing, upgrading or improving the quality and the look of your product will have a positive impact on your bottom line.

Castle Milk Stout

The Beer has been Reinvented to attract Young Urban Men

This black beer has, up until now, been perceived as very traditional and exclusivefor the older man, with a predominantly rural guise. However, Castle Milk Stout has been repositioned to be presented to the urban man between the ages of 25 and 49, as a beer to sip slowly and to savour.

Daniel Tucker, Communications Marketing Manager for Castle Milk Stout explains that the beer has become a priority brand for SAB.

“The target audience has shifted from traditional, older and cultural, to a younger, more urban consumer. The aim is to get consumers to consider the beer, because once they do, they are captured by the beer’s velvety smooth and creamy taste.  The dark roasted malt offers an intense  taste experience, which consumers realise is perfect for savouring, while they slow down to live in the moment that really matters to them”

The team aspired to create a TV commercial that illustrates Castle Milk Stout as something desirable, without glamourising the product. “The style of the commercial is such that it brings Castle Milk Stout to the foreground. It’s a challenger brand, and at Metropolitan Republic, we enjoy, and seek out challenger brands. Everything about the commercial shows a matter of taste. The wardrobe is relaxed with tweed jackets and fedoras. The people feel real and just like the beer, we wanted to portray them as not trying to be something they’re not,” says Paul Warner, Founder and Creative Director of Metropolitan Republic.

The production company, made use of various shooting techniques to freeze moments in time, the set consisted of a bar with a beautiful, textured ambience that reflects a chilled and laid-back environment. As the camera moves across the set, the characters are frozen in a moment of laughter or in the midst of a serious conversation. Moments in time were visually captured with appealing shots that demonstrate the savouring of a memory, a conversation or a humorous instant.

The Castle Milk Stout pouring shot brings out the colour and texture of the beer, with a visual beauty that is important in creating a strong taste appeal for the liquid. Producer Nicola Martin of Metropolitan Republic says, “In the TV commercial we wanted to reflect the texture of the beer. It is different from other beer commercials as it is unique in its look and feel. The colours, direction and storyline create a commercial that is very appealing.”

Hunter’s Extreme

The 275ml Slim Line can is for Added Convenience

The Extreme Zero 275ml can is the latest addition to the Hunter’s brand and follows the introduction of the Extreme Zero 275ml bottle, a lower kilojoule alcoholic energy drink (160kjl/100ml) for guilt free enjoyment.

Hunter’s Extreme Zero introduced the 275ml slim line can for added convenience. This slim can allows drinkers the ease of use in any occasion, whether it is outdoor events such as picnics, shisa-nyamas, music concerts or even when going on holiday. It contains all the energy, conveniently guilt free.

Extreme Zero has the same energy-boosting qualities of the original Hunter’s Extreme and was the first zero sugar added RTD (ready-to-drink) beverage in South Africa when the 275ml bottle was first introduced in October 2011. There are no strong spirits to counteract the energising ingredients and therefore the energy is enduring.

 “We are excited about the Launch of our new 275ml Extreme Zero can and have no doubt that our local markets will enjoy Extreme Zero as a guilt-free alternative to the alcoholic energy drinks out there,” says Hunter’s SA Marketing Manager, Laura Mardon.

Amstel Lager 

The New Look Reflects its Quality and Premium Nature

Amstel Lager, SA’s original premium beer brand, launched new packaging designs that incorporate and enhance its iconic brand appeal. With the last update to the packaging in 2007, its contemporary, fresh design reinforces the premium positioning of the brand.

Building on the brand mission of providing consumers with a premium experience, Amstel commissioned the internationally renowned design agency, Vbat, to design a completely new packaging identity that reflected the quality and the brand’s premium positioning.

“Packaging is the most tangible point of contact with our consumer and the new look reflects not only the quality of our beer, but further enhances our premium nature.” says Amstel Lager Marketing Manager, Diederik Vos.

“The redesigned packaging intensifies Amstel’s iconic green and gold colours. Striking new design elements on the bottle itself and using of a modern, clear plastic label captures the progressive attitude of the brand.

“The bottle is taller, more slender and more comfortable to hold. The ‘shoulders’ are pronounced in profile, more masculine, giving the whole bottle a bit more stature. At the base it is signed off with beautiful Amstel embossing, carefully balanced against the elegantly updated gold foil on the neck. Fans will also note that the new round badge is also printed on the bottle top bringing the whole package together in a more engaging and rewarding way. Finally, we can now proudly display our promise of ‘Slow Brewed Extra Matured’ beer where it should be – up front” says Vos.

“The new look has also been applied to the cans and across all of our secondary packaging. It’s more of a revolution. Firstly the design enhances the feel and the colour. A distinctive golden arc defines the rich green and gold across the can, making it vibrant and giving it standout appeal. It’s a contemporary feel that brings the new round logo to life and, as with the bottle, allows our ‘Slow Brewed’ promise to stand proud.”

Research showed that consumers simply loved the new packs, adopting them as their own from the very first viewing. “The new pack is stylish and striking with a modern feel. It truly stands out compared to other brands,” commented one of the consumers, summing up the excitement surrounding the new pack.

 “Amstel has always been a premium beer, and the new sophisticated and attractive look puts it in a class of its own.” says another fan.

Summing it up Vos says: “we’re proud that a beer with our tradition of taking the time to get it right, has done just that, got it right according to our loyal fans.”

The new packaging (330ml and 660ml bottles, 330ml and 440ml cans) will be available from October 2013 onwards. When it arrives, be sure to take your time to enjoy it!

Castle Lite 

It Capitalises on the Beer’s Uniquely Refreshing Taste

South Africa’s most popular premium beer brand, Castle Lite was launched in 1994 as the third member of the Castle family, and has since grown tremendously and undergone many packaging enhancements. In 2000, the brand was re-launched in a green bottle with a silver and red label, and the 660ml returnable bottle was introduced in 2003. In August 2009, Castle launched the “Extra Cold” campaign, and extra cold Castle Lite draught was introduced in July 2010. Castle Lite is lower in kilojoules and undergoes a low temperature fermentation to give it a crisper, cleaner taste.

Castle Lite, has rolled out a huge nationwide campaign aimed to make the beer drinking experience colder than ice, by introducing new fridges, draught equipment and mobile ice bar events.

In previous years SAB focused Castle Lite’s marketing activities around the “Extra Cold” theme, seeking to capitalise on the beer’s uniquely refreshing taste.

Castle Lite General Manager Julian Coulter says: “While we are intensifying our efforts to capitalise on the fact that South African beer drinkers love the extra cold refreshment of Castle Lite, our nearest competitor has increasingly resorted to price discounting.”

Over the years Castle Lite has also changed the packaging of the beer. Along with the 330ml and 440ml cans, the 340ml and returnable 660ml green bottle, SAB have also recently introduced a new, Extra Cold Castle Lite Draught — the only draught served at subzero in South Africa.

Furthermore, they have also introduced innovative blue liners inside all of the cans to seal in the fresh taste and keep Castle Lite extra cold. The new, innovative ‘Cold Blue Refreshment Cap’ locks in the flavour and all the ‘Extra Cold’ by keeping the oxygen out, to make sure that every bottle is fresh and flavoursome as the next.

The launch of the new Extra Cold 440ml NRB 8 pack maintains all the premium features of the 340ml with that much extra, making it perfect for any occasion and the key to enjoying extraordinary nights out. 

Savanna Premium Cider

Launches New 330ml Can in Response to the Market Demand

After 17 years in its iconic clear glass bottle, Savanna Premium Cider is now branching out into the can format, to meet consumer demand for cans.

“The can is more can-venient for our fans,” says Liezl Dippenaar, Marketing Manager of Savanna.

“It’s lighter. It’s tougher. It’s more versatile. It’s stackable. It chills faster and stays chilled for longer. What’s more, you can take it places, on your head or while using public transport more easily. You can open it anywhere, without a bottle opener, for instance when you’re at an impromptu social occasion, when you’re camping, at a music festival, an outdoor event, or carrying stock to your house party.” 

Savanna is already seeing consumers responding positively to the can packaging. Dippenaar said: “We are very excited about the launch of Savanna in a can and we are already seeing an enormously positive response from consumers – both in terms of retail and on our social media channels.”

“The Savanna brand is stronger than ever and the launch of the can will show consumers, who are asking for more versatility, that we have their interests at heart,” says Dippenaar.

Savanna Dry is being launched in the new 330ml can in response to market demand. “Format innovation is a requirement for big brands. Savanna is an innovative brand that listens to its consumers and strives to offer fans convenience and affordability without compromising on quality,” explains Dippenaar.

In designing the new can, the original Savanna bottle shape and other distinctive Savanna iconography has been incorporated into the can design: “The bottle is still the main icon of the brand and we even have it printed on the can, but the distinctive Savanna yellow and acacia tree in the logo will also make it immediately distinguishable as Savanna.”

Dippenaar explains further: “If you look at our iconic bottle, its simplicity is what makes it unique, unpretentious and classic. To replicate that on a can was quite a challenge. We are very proud of the design that incorporates our bottle shape, but deconstructs our logo elements to create something that is distinctively different to our competitors. The gold colour also has impressive consumer appeal and our loyal fans have commented positively on the design in all of our social spaces.”

Klaus Hass, Sales & Marketing Director of Nampak Bevcan, the manufacturers of the new Savanna Dry can, says the move towards cans is an important industry trend.

“Over the past few years we have seen a growth in excess of 25% in alcoholic beverages in cans,” Hass said.

One of the greatest benefits of cans is that it is 100% recyclable and more eco-friendly than several other packaging formats.

“Many consumers are demanding cans because they are the greenest choice in beverage packaging. Over 72% of all beverage cans produced in South Africa are collected for recycling. That is almost double that of any other beverage packaging type.”

“Since cans cool quickly and stay that way for longer it uses less energy for refrigeration while allowing consumers to enjoy ice cold drinks for longer.”

There are more benefits, says Hass. “Cans are also more practical and portable and deliver a 100% protection against oxygen, gas, light, moisture and other potential contaminants. They have a longer shelf life, so they keep your beverage tasting as fresh as the day it was made.”

“Cans are also hassle free. They are lightweight, durable and unbreakable, and therefore safer for consumers to use,” says Hass.
The collection of cans for recycling is also a source of income for unemployed people in South Africa. It is estimated that over 100,000 unemployed South Africans supplement their living through the collection and recycling of cans through initiatives such as Collect a Can.