Innovation
areas for ten years. "I feel the brand and I can understand
the people who love this brand." Fun and refreshment are the
keywords for Cruzcampo and the entire communication is also
geared to these brand values. Particularly during the past ten
years hard work has been done to ensure the consistency of that
image and, says Maria José Barquin, the effect of those
investments is starting to show through.
But that does not mean that Cruzcampo, the Spanish leading
brand in the on-trade (22.5%), can relax and lean back, just like
Gambrinus on the label. According to Ms Barquin a lot more work
still needs to be done on Cruzcampo, specifically to make the
brand more appealing for the younger target group aged between
20 and 25. "In earlier times the only beer brand you had in
Andalusia was Cruzcampo. There was no alternative. Today's
young people have more chance to experiment and try out new
beers. For us that means that we have to develop new formats".
Maria José Barquin is referring to the introduction of the 33 cl
bottle, referred to as the 'Big'. This bottle has a wider neck and
opening, which appeals very much to younger people in the
thirsty climate of Spain. The concept and its execution were of
Spanish origin and the new format has meanwhile attracted the
interest of other Fleineken Operating Companies.
Fleineken Espana is investing a lot of time and energy in
innovation. Jorge Paradela is development marketing manager and
he deals with developments in the area of new packs for existing
beers and the development of new beers. In a number of cases
this involves working together on projects with other Fleineken
Operating Companies in Italy and France.
Mr Paradela's specific interest lies in the development of new
beers. But at the same time he realises that the Spanish consumer
does not follow all developments indiscriminately. "In Spain beer
is definitely a traditional product. The consumer will only accept a
certain amount of innovation. In the area of packaging it is easier,
but where beer itself is concerned, people are conservative. For
