Sales: £72m Growth: +15.5%
Like Peroni, San Miguel seems to be one of those ‘world’ beers that’s somehow hip, and goes from strength to strength, recording value sales growth of 15.5%, while volume sales also increased.
Last year’s launch of a high-profile TV and cinema campaign, A Life Well Lived, helped - brand owner Carlsberg claims four-fifths of 18 to 34-year-old men and 6.1 million cinema viewers were exposed to the campaign and the new brand message. But the biggest fillip for San Miguel has been the launch of its first major brand extension in the UK, in February this year, in the form of San Miguel Fresca - a “refreshing, crisp sunshine lager, best served chilled with a wedge of lime”.
The 4.4% abv 330ml premium bottled beer was supported by a £6m marketing campaign, which included outdoor posters, London Underground digital sites, press advertising, Facebook and YouTube activity, and sampling. A partnership between Carlsberg UK and Spanish brewer Mahou-San Miguel, the beer reflects the “power of collaboration”, says Carlsberg UK director of customer marketing David Scott. Fresca, he adds, is “a beer with a strong appeal to the UK from two of the world’s best-known breweries.”
Sales: £70.6m Growth: -24.2%
As with stablemate Lindeman’s, Treasury Wines has pulled back on selling Wolf Blass at unsustainably low prices - but it has launched a new Yellow Label moscato, and is rolling out new packaging now.
Sales: £69.7m Growth: -22%
Accolade intends to maintain Kumala’s investment as it “drives the brand globally” this year. In the UK, it is set to boost Tesco listings with the exclusive launch of two premium wines - a chenin blanc and a shiraz.
Sales: £68.2m Growth: +35.3%
Retailer-exclusive wines are doing well as rivals to own label - and sales of Tesco’s Ogio have soared, thanks in large part to the wine being on deal for 50 weeks last year [BrandView.co.uk 52 w/e 28 April 2012].
Sales: £64.3m Growth: -6.7%
The fate of Rangers FC will be closely watched by Tennent’s, which sponsors the team’s shirts (and those of rival Celtic). Hopes for the next year rest on a new look - and the halo effect from its Export brand extension.
Sales: £64.2m Growth: -11.1%
The black stuff is getting lost in the beer aisles. Last year, Diageo splashed out on Irish-themed gondola ends for St Paddy’s Day to try and achieve standout. It didn’t work: Guinness Draught lost £8m.
Sales: £63.2m Growth: -6.5%
The fifth-bestselling Scotch in the UK continues to do battle within the competitive ‘affordable’ price point. As minimum unit pricing looms, Glen Catrine continues to look to exploit markets overseas.
Sales: £61.3m Growth: -3.4%
RTD market leader WKD has evolved in 2012 with the launch of WKD Remix, a ready-to-serve spirit. Further NPD is a priority - as marketing director Debs Carter says, “WKD has always created a point of difference.”
Sales: £59.8m Growth: -8.6%
Despite a tough year, Magners remains the top ‘modern cider’ - but for how long? The new Made in the Dark campaign is generating much interest, but will it be able to compete with Stella Cidre’s huge spend?
Concha y Toro
Sales: £57.7m Growth: -16.4%
After 2011’s rise in prices put its Casillero del Diablo in the over-£6 bracket, CyT hopes screw caps, magazine advertising and a merchandising team to support independents will persuade consumers to fork out.
Britain's 100 Biggest Alcohol Brands 2012
- Currently reading
31-40: Britain's Biggest Alcohol Brands 2012