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Profit Opportunity
From a customer perspective, Radler
offers a clear profit opportunity, given
that consumers are prepared to pay a
10-20% price premium over the mother
beer brand.
Radler achieved in excess of 1 million
hectolitres in Central and Eastern
Vibrant Radler
packaging creates
stand-out on the shelf
Radler advertising
emphasises its natural
lemon refreshment
European markets in 2012. Launch
markets have achieved outstanding
results. "In Romania for example, the
Radler category achieved 2% share of the
total beer market in its first year and Ciuc
Natur Radler was the leading brand with
47% share of volume within the radler
segment. In Poland, Radler claimed 1%
share of the total beer market and Warka
Radler was the leading brand, achieving
48% share of the radler segment in its
first year.
HEINEKEN has produced a set of
standardised launch materials that can be
tailored to local market requirements. This
ensures brand consistency and facilitates
an extremely efficient and speedy
marketing rollout.
Radler is a new proposition for consumers,
so local activations to drive high levels of
trial have been critical to the success of
the launches to date. The key has been to
educate consumers about the great taste
and refreshment of the product. Product
sampling is a successful way to convert
even the most sceptical consumers.
European Roll-Out
"In many markets, sample size cans
are being used to drive consumer trial
together with novel approaches to
emphasise the double refreshment,"
explains Wencke. "For example, Gösser
Natur Radler has used moving billboards
in larger cities and promotional bicycles
at beaches and water parks during sunny
weekends."
A MSTEL
AMiT.EIL.
30 World of HEINEKEN Edition 2 2013
