Buckler
Refreshment
Facts Figures
OCTOBER 2 O O 1 PAGE 23
marketing mix: a constant increase in consumer perception of the
Positioning, the annually growing profitability (Price), the change
over to 100% malt beer and the improvement in the quality and
taste of Aguila (Product) and, lastly, Promotion, via the major role
that Aguila Amstel plays as sponsor of the prestigious UEFA
Champions League.
In addition, Heineken Espaha is busy working on line extensions
for Aguila Amstel, as two products have been launched this year
under the Aguila banner: Oro and Amstel 1870. "The values that
define the brand - friendship, young, fun and contemporary - are
in line with the new spirit of Aguila Amstel and define the role of
the brand within the Heineken Spain portfolio," says Francisco
Arroyo, Brand Manager Aguila Amstel.
The Spanish market for non-alcohol beer (NAB) has proved to have
staying power. Whereas the non-alcohol beers segment in many
other European countries expanded enormously and then quickly
disappeared again, the Spanish consumer continued to appreciate
a non-alcohol beer now and again. At the moment the NAB
segment accounts for some 7.5% of the total beer market (1.6
million hectolitres).
Research has shown that particularly men and women aged
between 30 and 35 are the most important target group. The two
main brands in this segment are Buckler and Kaliber. "Buckler's
brand positioning centres on the essence of the NAB category,
combining the positive aspects of consuming beer (socialising,
integrating) and of not consuming alcohol, a rational and personal
choice," says Benjamin Bartley, brand manager NAB brands in
Heineken Espaha.
Maria José Barquin has been brand manager for Cruzcampo for
the past year but has been working with the brand in all sorts of
Heineken Espaha, created through a
merger between El Aguila and
Cruzcampo in 2000.
Spain's biggest breweries group with a
total market share of 35.5%.
Total beer sales in Spain: 28.8 million
hectolitres, number three in the
European rankings.
Per capita consumption: 72 litres
(number 10 on the European rankings).
Wide differences between the various
regions: in the north west 33.3 litres,
in the south 83.5 litres.
Market share in the on-premise in 2000:
65.8%. Importance of the off trade is
steadily increasing, from 30.8% in 1995
to 34.2% in 2000.
Packs: keg beer 36% in 1995 and 34% in
2000. Returnable bottles 33% in 1995
and 27% in 2000. Popularity of the one
way bottle has grown from 11% in 1995
to 17% in 2000.
