Success: Castle Lite

Success: Castle Lite

Category : Consumer Goods
May  2014  Pages : 23



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Summary
Brand guardians can apply learnings derived from successes and failures in other categories and countries. Castle Lite is reaping the rewards of a well-executed brand renovation in 2009. The new positioning, and supporting communications strategy, adeptly puts cold refreshment at the center of all marketing messaging. Coldness is synonymous with a premium and fun consumption experience.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Castle Lite considered a compelling case?

- What consumer insights underpin the brand's success?

- How has Castle Lite alleviated the stigma that often comes with drinking a light beer?

- What does the future hold for the Castle Lite brand?

Key Highlights
Despite operating in what SAB Miller recently described as a "soft consumer environment," Castle Lite has amassed several years of impressive volume growth, coinciding with large share gains in the premium beer segment since 2010.

Growing from a low base, premium beer in South Africa still offers considerable potential. Only 6% of South African beer drinkers usually buy lager at the premium or highest end of the price range.
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