New look Dynamalt De-coupled In the mid-1980s Heineken deci ded that in future the malta product would be de-coupled from the Heineken and Amstel brands so as to give Heineken and Amstel a more 'beery' image and also to create new opportunities for the malta segment. To implement this plan, Heineken developed and introduced the Dynamalt brand. Amstel Malta was phased out, except by Antilliaanse Brouwerij on Curasao and the Amstel Brewery in Lebanon which continued to make this product for the local market. The replacement of Heineken 23 Malta by Dynamalt was the next phase. By that time, however, more detailed market research had re vealed that the image of Dynamalt needed to be improved. It was deci ded to keep Heineken Malta on the market whilst work was still going on to optimise Dynamalt. The new-style Dynamalt was given good marks in the tests held on the Caribbean islands of Antigua and Guadeloupe and the product has been available in the 25 cl brown long neck bottle since the beginning of this year. Malta is a dark non-alcoholic wort not nutritious, beverage with a distinctly sweet flavour. The beverage is bottled be fore fermentation starts, which means that it does not normally contain any alcohol. In the Caribbean, Latin America and Africa malta is not only seen as a thirst quencher but also as a food. Sometimes the drinking water may be unreliable in some countries. The pasteurised malta beverage then offers a safe alternative. Prosperity According to marketing manager Charles Janssen, the twofold function of malta (food and drink at the same time) is lost as soon as prosperity increases in a country. "When people have more money to spend, they tend to eat or drink other things. We have therefore decided to position Dyna malt as a product which restores energy." Mr Janssen believes that the absence of alcohol in Dynamalt is an essential product property which needs to be communicated clearly, as the product in fact originates from a brewery. What's more, not all malt beverages are completely alcohol- free. This causes confusion amongst consumers. Dynamalt has been given a double facelift. Both the bottle and label have been modified to give the product a clearer positioning. Deliveries of new- style Dynamalt started in January. The world market for 'malta' malt beverages (some 4 million hectolitres per year) has an unusual structure. Half of total con sumption takes place in Germany, where two brands hold 60% of the market. The other half of world con sumption of malta takes place in developing countries in the Carib bean, Latin America and Africa. Malta is not a drink which is consumed in big quantities. Con sumption is usually limited to one bottle, as the product is quite filling. The important thing is to get the product's viscosity right. If it is too treacle-like, the consumer will regard the product as unpleasant because it does not serve as a thirst quencher. But if the product is not sufficiently viscous, the consumer will think it is THE WOHLD OF HEINF. KF.N

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World of Heineken | 1994 | | pagina 23