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 14 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
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- SABMiller's troubles fuel M&A rumours
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- TWE unveils Penfolds range after CEO's "bold move"