News

COMMENT: Interbrew’s pie in the sky ambitions

Most popular

Should Pernod dump wine, bunk up with Brown-Forman

Why Brown-Forman will be one of spirits' winners

The future of cannabis in the drinks industry

What will be Ian Curle's Edrington legacy?

MORE

Brand extensions are not easy money. Interbrew should tread carefully as it ventures the Murphy's and Boddingtons brands into prepared meals since a poor extension inevitably damages the original brand. Interbrew is using Boddingtons and Murphy's as a quality benchmark for the meals, so if the meals are not that good it should expect the brands to suffer.


Related Content

What strategy should soft drinks companies take to ensure future growth? - Comment

What strategy should soft drinks companies take to ensure future growth? - Comment ...

Why is gin flattering to deceive in the US? - Comment

Why is gin flattering to deceive in the US? - Comment...

Why spirits brands lists warn that the Chinese are coming - Comment

Why spirits brands lists warn that the Chinese are coming - Comment...

Maintaining consumer trust in the social media age - Comment

Maintaining consumer trust in the social media age - Comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?