Asahi Breweries Europe Group
We inspire people to drink better Asahi Breweries Europe Group
I will shortly cover…
1. Who are we?
2. What is the opportunity from consumer POV?
3. What is the best examples
4. What is the brand we want to tackle this with
5. Summary of task and Q&A
08.10.2020 2 Asahi Breweries Europe Group Part of Asahi Group Holdings, Ltd.
1. We are…? Fullers – London Meantime – London Dark Star – Kent Cornish Orchards - Cornwall
Poznan Bialystok 8 countries Enschede
Tychy Pilsen Nosovice 19 breweries Popovice Saris
10,000 people Budapest Brasov Padova Buzau 46 million hl Timisoara
Rome €3 billion
Bari Grant [email protected]
46, no wife, no kids, no pets Education (UK) CIM Diploma (Chartered Institute of Marketing) BA (Hons) Marketing & Business Law Professional experience 1997-2005 MARS inc. 2005 -2017 SABMiller 2007-9 Marketing Director Spain 2009-12 Marketing Director Romania 2012-18 Marketing Director Czech/Slovakia 2018+ ASAHI 2018 Regional Marketing Director CEE 2020 Chief Marketing Officer AEI Asahi Breweries Europe Group Part of Asahi Group Holdings, Ltd.
2. The need and desire from consumers Consumption trends are changing Lifestyle trends are accelerating The vast majority of people are not health- conscious enthusiasts, but they want to do something good for their health/body every day.
Feeling light, full of live and harmonious is longed for benefit which helps them to enjoy all the pleasures life brings Asahi Breweries Europe Group Part of Asahi Group Holdings, Ltd.
3. The brand who has got it right in USA The most successful brand in America https://www.youtube.com/watch?v=JbCaR5lNV0U Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd.
Even Japan is getting there… Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. We have so far not found the winning formula Asahi Breweries Europe Group Part of Asahi Group Holdings, Ltd.
4. The brand we think can make it work in Europe The brand Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd.
A quick word about the brand story
• Nautical linkage – the blue ribbon - Peroni Nastro Azzurro was named after the Nastro Azzurro award that Italy won in 1933. The Rex ocean liner was the largest ever made in Italy, it beat the rest of the world in the annual race across the Atlantic – the Rex became an demonstration of the Italian approach to life in as much as it’s not just what you do, it’s how you do it that counts. The ocean liner was full of dignitaries, sand from the Amalfi Coast, marble stair cases – the Italians not only won the race, they won it in Italian Style!
• Born in 1963 in Roma - In the year Italy was exporting style to the world – when Lamborghini became a car brand, Fellini made 9 1/2. - We were born as another representation of Italian Style for the world, from a nation of wine makers there was a lighter, prosecco like beer that was modern and distinct to the Bavarian beers that were on offer. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd. Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd.
5. Your task then Q&A Asahi Breweries Europe Ltd A subsidiary of Asahi Group Holdings, Ltd.
Your task is simple ✓ Develop fantastic communication strategy for the PERONI brand to launch a successful mid-strength, lower carb brand extension
✓ Ensure that the communication is faithful to the PERONI brand – Italian style in a bottle
✓ Ensure that the communication is relevant and persuasive to consumers in the UK, NL and RO who are familiar with PERONI and open minded to this new product