just-drinks.com editor's weekly highlights
In This Issue...
Two global brewers took differing paths to maximising growth from their emerging markets last week. Having finally entered the Indian beer market late last year, Carlsberg unveiled its first offering in the country. The arrival of Okocim Palone from Poland seems curious at first. The brewer has left its jewels Carlsberg and Tuborg waiting in the wings, and a statement of intent could have been made forcefully had one of the big two been released at first asking. But Okocim Palone is more suited to the Indian palate, a Carlsberg spokesperson told us. This considered approach will make interesting watching and will also allow the Danish giant to test the market before any major decision is taken on its flagship brands.
Heineken, meanwhile, has stepped up its presence in the Czech Republic through its acquisition of Krusovice Brewery. Again, at first glance the decision appears questionable - the Czech beer market, after all, is almost as mature as those in Western Europe. But it seems that the Dutch player has its eyes on the export potential of its new acquisition. The Czech Republic is famous the world over for its beer-making, and the current success of East European brands on markets such as the UK suggests this may ultimately be a shrewd move.
It was not just in brewing where just-drinks spread its wings and headed east last week. We had a very interesting chat with the group marketing director of Coca-Cola in China, whose approach to bringing Minute Maid to the country’s masses deserves a few minutes of your time – if only as an insight into how to bring established brands into what is arguably the world’s most dynamic consumer market.
And, whilst we are on the subject of interviews, coming up this week on just-drinks is the first part of a double-header ‘just the answer’ interview. In the next few days, we’ll be talking to the global brand manager for Absolut, with the president of the Stolichnaya brand organisation giving his take on the vodka market, in a week’s time.
In the meantime, if you’re charging around Bordeaux at the VinExpo wine exhibition, we hope you’ll have time to let your hair down around the fabulous city, as well as catch up with our correspondent Sophie Kevany who will be there all week. Oh, and Happy Smoothie Week to the rest of you.
Until next time...
Olly Wehring, Managing Editor
Coca-Cola has applied creative thinking to the launch of its Minute Maid brand in China, reducing the juice content to make the brand more affordable but adding fruity pulp to give consumers with the distinctive ‘mouthfeel’ of fresh juice. In this month’s just-drinks interview, Dominique Patton spoke with Howard Lam, Coca-Cola’s group marketing director in China, about the Minute Maid success story.
Your newsletter details
You are currently subscribed to just-drinks newsletters as: ##EMAIL##
Change your details
To update your email address, change the newsletters you subscribe to or to unsubscribe completely click here.
© just-drinks.com 2000-2007. All Rights Reserved.