| Title: | Australian low carb beer case study: positioning beer as healthy |
| Price: | $295.00 |
| Publication Date: | Mar 10, 2008 |
| Report Type: | Company Report |
| Abstract: | Introduction
This report on Australian low-carb beer forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the rise of brands such as Bondi Blonde, Pure Blonde and Hahn Super Dry in the Australian low carb beer market, which has shown strong growth in the last four years.
Scope
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Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.
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| Brief Excerpt: | ...Sales of low carbohydrate beer have shown strong growth in Aust ralia in the last four years. The desire for healthier lifestyle s has resulted in a demand for healthier alternatives, even in products still seen as indulgent. Lower alcohol beers have long suffered from a sacrifice in taste, and have not proved over ly popular. Low-carb alternatives now attempt to position themselves as a healthier option, but with no compromise on ta ste. The rise of brands such as Bondi Blonde, Pure Blonde and Hahn Super Dry has shown that consumers are adopting this philosophy. ... |
| Word Count: | 2816 |
| Length: | 8 Pages |
| Industry(ies): | Diversified Services |
| Format: | 
Adobe Acrobat
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| Free Sample: |
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| Table of Contents: | DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The desire for healthier lifestyles has spread to indulgences such as beer 2
The health mega-trend impacts on the market for alcoholic beverages 2
Low carbohydrate beers are positioned as healthy alternatives with no compromise on taste 2
Health experts remain skeptical on the benefits of low-carb beer 3
Bondi Blonde: Independent brewer achieves success with low-carb premium brand 3
Bluetongue Brewery launched Bondi Blonde in 2007 3
Paris Hilton enhances brand's profile 3
Major breweries also look to tap into the market 5
Foster's Pure Blonde - The market leader 5
Hahn Super Dry is marketed on its taste and health credentials 5
APPENDIX 7
Case study series 7
Methodology 7
Secondary sources 7
Further reading 7
Ask the analyst 8
List of Figures
Figure 1: Two mega-trends conflict and a perceived compromise must be reached 2
Figure 2: Celebrity endorsement pays dividends for Bondi Blonde 4
Figure 3: Foster's Pure Blonde is marketed to emphasize its taste and health credentials 5
Figure 4: Hahn Super Dry is marketed on its taste and health credentials 6
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