alcohol free - savepublife.com
TRANSCRIPT
A L C O H O L F R E E :
S O L U T I O N S T O
A G R O W I N G
T R E N D
1.The Growing Demand For Alcohol Free Beer
2.Budweiser Brewing Group Alcohol Free Solutions
3.General FAQ’s
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7 OUT OF 10 CONSUMERS BELIEVE THAT THEIR LIFE
IS BETTER WHEN THE MODERATE THEIR BEHAVIORAB-INBEV RESEARCH. LOCATIONS: US, UK, NL, MEXICO, BRAZIL
HEALTH AND WELLBEING IS A GLOBAL MACRO TREND
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WELLBEING IS DRIVING CONSUMER MODERATION IN THE UK
AND THIS IS CLEARLY VISABLE IN BEER, WINES AND SPIRITS
85% OF UK SHOPPERS
ACTIVELY TRYING TO
IMPROVE THEIR DIET1
20% OF GB CONSUMERS HAVE TRIED
NO/LOW ALCOHOLIC BEER IN THE
PAST 6 MONTHS(9.8M CONSUMERS)2
1: ShopperVista, Apr 2018 / Base: 1,041 main supermarket/hypermarket shoppers
2: WWW.CGA.CO.UK
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BEER IS THE #1 NO/LOW BEVERAGE OF CHOICE FOR CONSUMERS
NO/LOW BEER IS EVEN PERFORMING AHEAD OF TOTAL BEER
85.3%OF NO/LOW BEVERAGES BOUGHT
IN THE ON TRADE IS A BEER.
IT GREW SHARE OF THE NO/LOW
CATEGORY 6.4% THIS YEAR.
VOLUME
NO/LOW: +41.2%
TOTAL BEER: -0.8%
VALUE
NO/LOW: +44%
TOTAL BEER: -2.4%
WWW.CGA.CO.UK
THIS IMPRESSIVE
PERFORMANCE
HASN’T GONE
UNNOTICEDON TRADE OPERATORS ARE AWARE OF
THE TREND AND MORE VENUES ARE
LISTING NO/LOW BEER EVERY YEAR.
7www.cga.co.uk OPMS P02 (23/02/2019)
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HOWEVER, CONSUMERS WANT MORE CHOICES IN NO/LOW BEER
BRAND AND CALORIES ARE THE TWO MAJOR DRIVERS OF PURCHASE IN NO/LOW BEER
61%OF CONSUMERS WANT MORE
OPTIONS IN THE NO/LOW BEER
CATEGORY
WWW.CGA.CO.UK
Brand Calories Ingredients Claim ABV
BRAND IS, BY FAR, THE #1 DRIVER OF
NO/LOW PURCHASE.
FOLLOWED BY CALORIES, INGREDIANTS
AND CLAIM.
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• BEER IS THE LARGEST CONTRIBUTOR TO NO/LOW – AND IT IS GROWING.
• CONSUMERS ARE PRIMED TO ENTER THIS CATEGORY
• THE LARGEST DRIVER OF PURCHASE IS BRAND
• THE SECOND LARGEST DRIVER IS CALORIES
TO WIN IN THE GROWING NO/LOW CATEGORY, ON TRADE OPERATORS SHOULD CONSIDER
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#1 MOST
STOCKED
BOTTLED BEER
#1 CONSUMED
BEER BRAND IN
THE UK2
#1 BRAND IN
NO/LOW BEER1 1. CGA OPMS P09 data to 07/09/20191:
2. Source: Kantar Millward Brown; Brand Guidance;
Total Sample, July 2019; Base: 18-55 P4W Beer
Drinkers R3M data
3.1 Source: CGA MAT to w/e 15.06.2019
WE’RE PROUD TO PRESENT
BUDWEISER ZERO.THE SAME GREAT BUDWEISER TASTE,
CRISP REFRESHMENT, AND SMOOTH FINISH
WE’VE BEEN MAKING FOR OVER 100 YEARS,
JUST WITH ZERO ALCOHOL.
UNCOMPROMISINGLY BUDWEISER.
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46 CALS*
ZERO SUGAR
WITH NEW LIQUID, BRANDING
AND PACKAGING• NEW VISUAL IDENTITY AND BOTTLE FORMATS TO DRIVE VOLUME.
• STAYS TRUE TO BUDWEISERS VISUAL BRAND IDENTITY.
• COMMUNICATES THE PRODUCT’S BENEFITS CLEARLY.
• AVAILABLE IN CAN
UNCOMPROMISINGLY BUDWEISER.
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46 CALS*
ZERO SUGAR
STELLA ARTOIS ENTERS THE
ALCOHOL FREE CATEGORY
WE HAVE THE BRAND POWER TO ATTRACT NEW DRINKERS MORE OFTEN.
- 31% OF BEER DRINKERS RATE STELLA ARTOIS IN THEIR TOP 3 LAGERS BASED
ON TASTE AND FLAVOUR – SECOND ONLY TO BUDWEISER1
- 83% OF LAGER DRINKERS ARE INTERESTED IN TRYING STELLA ARTOIS 0.0%2
THE LIFE ARTOIS
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64 KCALS
Bulbshare Report 2019
STELLA ARTOIS ENTERS THE
ALCOHOL FREE CATEGORYWE HAVE THE BRAND POWER TO ATTRACT NEW DRINKERS MORE OFTEN.
- #1 CONSUMED LAGER BY UK DRINKERS
- #1 PREMIUM DRAUGHT LAGER IN THE UK BY VOLUME AND VALUE2
- 4.5% SALES GROWTH YOY3
THE LIFE ARTOIS
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64 KCALS
1: Source: Kantar Millward Brown; Brand Guidance; Total Sample, July 2019; Base: 18-55 P4W Beer Drinkers R3M data
2: Source: On Trade- CGA OPMS Data (GB); P06 (w/e 15/06/2019), Off Trade-Nielsen Scan Track Data (GB) | P06 (w/e 15/06/2019)
3: Nielsen ScanTrack December 2019
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ROLE Give confidence with control
TARGET 25-34 Males/Females
NEEDS
• In control/Pacing myself
• Being true to myself
• Beer taste
REASON TO BELIEVE
50 calories
Zero Sugar
Budweiser taste
WHY?
Budweiser is a brand built on
Freedom & Ambition; Bud 0,0 will
give drinkers the confidence &
control to seize every opportunity.
ROLE Sophisticated alternative
TARGET 30-40 Males/Females ABC1
NEEDS
• Adult sophistication
• Great, full flavored taste
• Aspirational alternative
REASON TO
BELIEVE
No compromise on taste - every Stella
Artois is brewed to have a distinctive
taste that is meant to be savored
WHY?
As #1 most Powerful brand in UK, we
must lead the way by offering
consumers choice to enjoy their
favourite brand in any occasion.
THE AVERAGE ON TRADE VENUE STOCKS JUST ONE NO/LOW BEER1, BUT THIS CATEGORY IS IN HUGE GROWTH EVERY YEAR.
TO MAKE THE MOST OUT OF THE CATEGORY, WE RECOMMED STOCKING BOTH OUR LATEST NO/LOW BEER BRANDS.
CGA OPMS data to P02
BECKS BLUE IS THE
CATEGORY LEADER BECK’S BLUE IS A 0.05% IS A LIGHT, CRISP AND REFRESHING
ALTERNATIVE.
IT ADHERES TO THE STRICT GERMAN PURITY LAWS, ONLY CONTAINS 4
INGREDIENTS, IS AUTHENTICALLY BREWED TO AN AGE OLD RECIPE
ONLY WHEN THE DISTINCTIVE BECK’S FLAVOUR HAS BEEN ALLOWED TO
FULLY DEVELOP IS THE ALCOHOL REMOVED.
0.05% ABV WITH NO COMPROMISE ON TASTE.
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53 KCALS
1: Source: Kantar Millward Brown; Brand Guidance; Total Sample, July 2019; Base: 18-55 P4W Beer Drinkers R3M data
2: Source: On Trade- CGA OPMS Data (GB); P06 (w/e 15/06/2019), Off Trade-Nielsen Scan Track Data (GB) | P06 (w/e 15/06/2019)
3: Nielsen ScanTrack December 2019
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BRAND CALORIES/100ML
BUD ZERO 14 CALS
BECKS BLUE 14 CALS
STELLA ALCOHOL FREE 19 CALS
HEINEKEN 0.0 21 CALS
BIRRA MORETTI 21 CALS
PERONI LIBERA 22 CALS
CALORIE BENCHMARKING
VS. MAIN COMPETITIVE SET
#2CALORIES IS THE SECOND HIGHEST
CONSIDERATION WHEN PURCHASING
AN NO/LOW ALCOHOL BRAND.
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WHY IS THE SHELF LIFE WILL
ONLY 6 MONTHS?
• ALCOHOL IS A NATURAL PRESERVATIVE. NABS ARE THEREFORE
MORE SENSITIVE PRODUCTS THAN REGULAR LAGER AND AGE
QUICKER. WITH OUR FOCUS ON DELIVERING INCREDIBLY HIGH
QUALITY BEERS, WE WOULDN’T ENTERTAIN EXTENDING THE
SHELF LIFE OF THE BEER WITH OTHER MEANS.
• QUALITY IS ALWAYS TOP PRIORITY, BUT EVEN MORE SO WITH A
NEW INNOVATION. IT’S CRITICAL THAT WE ENSURE THE FIRST
SIP IS ABSOLUTELY TOP NOTCH – BECAUSE OTHERWISE THEY
WON’T BUY AGAIN.
• THAT SAID, WE APPRECIATE
THATCOMMERCIALLY/LOGISTICALLY IT PRESENTS A
CHALLENGE, SO WE’VE AGREED WITH THE BREWMASTERS THAT
ONCE WE HAVE SEVERAL LIVE INDUSTRIAL BATCHES AGED TO 9
MONTHS (APRIL) QUALITY TASTING AND TESTING WILL BE
DONE. IF THE EXPERT TASTERS DETERMINE THE PRODUCT STILL
REACHES THE SAME LEVEL OF TASTE QUALITY , SHELF LIFE WILL
BE EXTENDED TO 9 MONTHS.
FAQS- BUDWEISER ZERO & STELLA ARTOIS ALCOHOL
FREE On the Budweiser Zero can, it says 46 cals on the slide vs. 50 on the can, which is it?
• The only artwork mockups we currently have are the US 355ml formats which are 50 cals. In the UK, because we’re 330ml, it will be 46 cals in
both can and bottle.
Why is Bud Zero going to work better than prohibition?
1. The product/recipe:
• Unlike Prohibition, it tastes extremely close to regular Budweiser but with only 46 cals per 330ml can/bottle.
• UK consumers choose their NABs based on Brand + Cals. Hence, having a liquid that’s low in the cals but also tastes (and looks) like our
(powerful!) mother brand means that people will try and then repeat buy. We saw this when we did UK consumer testing on a range of NAB liquids
– the new Budweiser Zero performed best on repeat rate.
2. Brand Power/Marketing Support
• Prohibition as a brand name was not intuitive for a lot of consumers and it did not allow us to tap into the mother brand power, which we now
understand is the #1 driver of NAB choice. Bud ZERO brand name and VBI much more clearly ladders into the mother brand making it more easily
identifiable & desirable for consumers, AND easier for us to tap into BIG family brand marketing opportunities – like EPL & Euros.
• Bud ZERO is being rolled out around the world with considerable drive/support at the global level. The long term goal is for this to be BIG by the
time of Qatar world cup & feature heavily during our support of that event. This means there’s a huge commitment to develop unified worldwide
marketing assets and to put substantial support behind them in the respective markets.