Design revolution boosts shelf appeal of Beck's brands

The revolutionary new packaging is being backed up with promotional activity in multiple retail outlets including sampling and promotions that will raise the profile of Beck’s Vier and boost impulse purchase in the weeks ahead.

Beck’s is the UK’s No 1 imported lager while Beck’s Vier is the rising star of the lager sector with its innovative premium 4% ABV offering, which has gone down well with shoppers and retailers alike.

The New Year revamp brings a new dimension to the lager sector which has traditionally focused on packaging design based on “badging” - a close-up image of the label.

In contrast, the updated packaging for the Beck’s duo creates a design “hero” of the bottle of Beck’s and the can of Beck’s Vier by using an appealing creative of the brand set against a powerful background.

Steve McAllister, Managing Director - Take Home Retail InBev UK said: “The beauty of the new design is that not only will it look really impactful on the shelf but it will also ensure unrivalled standout for the brands on a crowded beer fixture because it is so different to established packs.

“The new packaging will also reinforce key elements of the brands’ appeal in a contemporary and eye-catching way. It underlines the high quality of these brands, their premium nature and the fact that they are brewed in Germany to a traditional recipe in line with the Reinheitsgebot purity law.”

Independent research shows the new look is a big hit with consumers boosting the scores for “purchase intent” and improving consumer perceptions of the brands being “modern” and “refreshing”.

The design, which will be used globally across the Beck’s family of brands, was created by London-based company Pearlfisher. It will be featured on the outer of the four-pack and all bulk packs of the brands and is being phased in for Beck’s Vier from late January with Beck’s to follow at the end of February.

The Beck’s brands continue to set the pace in the take home market: in the 12 month audit period to 3rd November 2007, volume sales of Beck’s had increased by 11.1% while Beck’s Vier surged by 219.2% when total lager business increased by just 0.60%*.
 
“The fact is that Beck's and Beck's Vier are absolutely must-stock brands: they are increasingly popular with consumers, are profitable and will help retailers build beer category business - particularly when dual-stocked,” says McAllister.

To coincide with the new look for Beck’s Vier, InBev UK is updating the range of pack formats to reflect growing consumer demand. The revised range of SKUs now stretches from a four-pack of 440ml cans to include a ten, 15 and 20-pack of 440ml cans. The change means the four-pack of 500ml cans and the 12-pack of 440ml cans will no longer be available.

Awareness-Driving Retail Activity:

InBev UK is building on the sales success of Beck’s Vier with a comprehensive programme of activity from the end of January in conjunction with a number of major multiple retailers.

The multi-faceted drive is spearheaded by:

• Gondola end and plinth promotions and stack features to boost awareness among shoppers;
• Point-of-sale material including shelf barkers, banners, foyer posters and leaflets to communicate the brand message around the store;
• In-store competitions to attract consumers to the brand and encourage purchase;
• Advertising in retailer magazines to emphasise the brand’s product credentials;
• Sampling to give shoppers the opportunity to trial the brand;
• Website promotions to capture the attention of people who have not visited stores.  

McAllister adds: “Beck's Vier is an imported lager brewed with the same credentials as Beck's which appeals to consumers aged 18-34 looking for a premium image, high-quality lager. It enables consumers to trade up and helps retailers ‘premiumise’ their lager business.

“The brand has performed amazingly well since its launch less than two years ago, is well liked by consumers and has a loyal following which is growing rapidly.

“We want to ensure that as many people as possible are made aware of the brand and given a strong incentive to purchase it in the weeks ahead by working with our major customers to generate additional sales opportunities.

“Beck’s Vier has already proved to be one of the most successful take home launches of the 21st Century - and we are investing to ensure it goes from strength to strength during 2008.

*Source: AC Nielsen/GB Take Home/WE Nov 3, 2007.