Hello
everyone, I am back with the third post in this blog I hope you enjoy it. As
you probably already know this blog is all about cigarettes and alcohol an the
big brands in this industry area. In my first post I spoke about one of the
biggest alcohol brands Jack Daniel’s: a spirit brand. This time I decided to
look into a drink that is very popular and it is mostly preferred by men. Yes
you got it right, it is beer. Beer is the worlds oldest and mostly consumed
alcoholic beverage. It is the third most popular drink overall after water and
tea. The creation of beer is possibly dating back to 9500 years BC. It is so
old that during the building of the Pyramids in Egypt, each worker got a good
amount of beer every day, it was refreshing for the workers and it was lifting
their spirit. Beer is also very important nowadays, almost every restaurant,
bar, pub, hotel, club etc. is selling beer. Beer is a light version of alcohol
which is consumed cold, that is why a lot of people have only as a refreshment.
The beer
brand which we are going to look into is called HEINEKEN:
History:
In 1864 on
15th of February, Gerard Adriaan Heineken got his rich mother to buy
a brewery in Amsterdam called “De Hooiberg”. After that he hired Dr. Elion who
developed Heineken recipe and the first Heineken brand beer was brewed. Only
two years later in 1875 Heineken won the Medaille D’Or(Gold Medal) at the
International Maritime Exposition in Paris, that was a huge success for the
company and they began to ship beer in Paris very regularly. With the time
Heineken sales topped 6,400,000 litres, which made them the biggest beer
exporter to France. The brand kept growing and today it is one of the most
successful beer companies in the world.
Facts:
-
After
the alcohol ban in America was lifted in 1933, Heineken was the first European
beer which was imported to the United States.
-
Heineken
is famous with it’s green bottle and the red star on it.
-
In
2011 2.74 billion litres of Heineken brand beer were produced worldwide.
-
In
2011 the total beer production of all breweries fully owned by Heineken was
16.46 billion litres.
-
Heineken
is sold in more than 170 countries and it is the world’s most international
beer.
-
The
brand is connected with many other beer brands from different countries
including Mexico, Africa and China.
What does
Heineken do to make people buy the product?
Heineken is
a premium lager which has been around for over than 150 years, it has
established itself as a brand and has proven that it produces high quality
beer. It is easy recognisable, the green bottle and the red star can be spot
very easily. And of course it does what all the big brands should do, it gets
it’s marketing right.
Heineken is
famous for it’s advertising. The adverts that the brand has are always very
funny and clever. For an example my favourite is the one where one woman is
showing around her new flat to her girlfriends and in the end she shows them
her walk-in closet full with clothes and shoes, and they start screaming hysterically because they are very excited.
At the same moment you hear men screaming as well and the camera shows us the
man of the house with his men friends showing them his walk-in fridge which is
full with bottles of Heineken.
Commercials like this one make you smile and
somehow they make you feel closer to the brand. Heineken also use celebrities
in some of their campaigns, for example Jennifer Aniston and Chris Pine.
Except the
advertising strategies Heineken has a good PR side as well. The brand does not
do a lot of sponsorship but the ones that it does are crucial for the success
of the brand. In my opinion the best sponsorship deal they have is the one with
Champions League, the biggest club football tournament in the world watched by
millions and millions of people around the world. Also lets not forget that
beer and football go hand by hand, 90% of the people drink beer when they watch
football, it is like popcorn and cinema. Other huge deals that Heineken have
are Formula 1, Rugby World Cup and Canadian Grand Prix.
Conclusion
Beer has
been here longer than most of the things we have in the present world and it
will most likely stay a lot more. The way that Heineken promotes the light
refreshing alcohol it produces, the sponsorship, the humour and the celebrity
endorsement are the key points of their success. At the same time it is seen as
a high class beer on a normal price, and that is another reason for people
buying it.
Now get yourself
a beer, enjoy the rest of your day, and keep an eye for my next post.
I think Heineken's advertising can feel like it makes fun of women a bit and could alienate female customers. Their sponsorships are very masculine too. I know the main lager market is males, but there are plenty of women who enjoy a beer, especially in summer. Do you think the brand runs the risk of losing female customers, or is it so popular with men that they actually don't care?
ReplyDeleteYes I think the brand is very much masculine and this way it might loose some female audience. But in my opinion Heineken is very well known and established amongst males and it wouldn't suffer so much if it doesn't attract a lot of the female audience.
ReplyDeleteVery interest much knowledge
ReplyDeleteSuch blog much wow
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