COMMENT: Carling targets music for lad break
The UK's largest beer brand Carling has switched the focus of its marketing strategy from football to music - a move that will help it pull away from football and its 'laddish' connotations. By designing its own events, the brand is also forging strong bonds with its target group. The Carling beer brand, owned by Coors Brewers, has found an innovative event marketing strategy to connect with its 18-24 year old target audience. The company has been staging a series of "Carling Homecoming" gigs for established music artists to play at their town of origin. The gigs are intimate affairs limited to about 300 people with free entry and free beer.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-drinks gives you the widest beverage market coverage.
Paid just-drinks members have unlimited access to all our exclusive content - including 16 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Olly Wehring, editor of just-drinks
- Will Coca-Cola Co’s Dunkin’ Donuts move pay off?
- Five ways small brands can beat big players
- Heineken's Q3 2016 results - Preview
- Interview, Bulldog Gin CEO Anshuman Vohra, Pt II
- Ten ways to successfully target older consumers
- Diageo weathers Thailand alcohol ban
- Heineken's YTD performance by region - Focus
- SWA's David Frost to leave for foreign office role
- Stock Spirits appointments provoke investor unrest
- Anheuser-Busch InBev's Q3 & YTD results - Preview
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends