Barefoot Radler Case Study: attracting new consumers to the beer market with an ethical, flavored beer offering

Introduction

This case study on Barefoot Radler forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the Australian beer brand has grown in the marketplace by successfully delivering a product with strong ethical credentials and a taste profile enjoyed by non-beer drinkers.

Reasons to Purchase

• 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

Table of contents

Premium brands are lifting the stagnant Australian beer market
The majority of beer categories are forecast low growth, highlighting market stagnation
Maturation and the recession have impacted the beer market, with product launches falling
Manufacturers have sought to lure consumers to the beer market with upscale and healthy versions
Market players are seeking to entice more women to drink beer with flavored and ethical variants
Barefoot Radler has helped boost Lion Nathan's beer sales with its ethical, flavored beer offering
Barefoot Radler was the first Australian beer to have a carbon neutral listing
Barefoot Radler's carbon neutral status aligns well with Lion Nathan's overall environmental business practices
The brand has sought to further develop its ethical offering by supporting a coastal charity
Barefoot Radler's sensory benefits appeal well to non-beer drinkers, especially females
The company has undertaken sampling campaigns to encourage take-up
Conclusions and implications

APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Beer market value in Australia ($m), by category, 2004-14
Table 2: Leading brands and companies in the Australian beer market, by market volume, 2008
Table 3: Leading claims in Australian beer launches, 2005-09
List of Figures
Figure 1: Beer launches fell in 2009 as manufacturers cut back on new product development during the recession
Figure 2: Women make up a minority proportion of Australian beer drinkers
Figure 3: A selection of flavored beers launched in Australia over the past five years
Figure 4: Women in Australia have a greater desire for ethical alcoholic beverages than men
Figure 5: Barefoot Radler was the first officially recognized carbon neutral beer to be launched in Australia
Figure 6: The certification process for Greenhouse Friendly accreditation
Figure 7: Barefoot Radler has enhanced its ethical focus by supporting the Coastcare charity

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Related research categories

By sector: Beer (in Beer & Cider)