Scottish Courage is set to take on rival brewer InBev’s Hoegaarden brand with the launch of Kronenbourg Blanc into the off-trade, as revealed by The Grocer last year (September 11, 2004, p68).
ScotCo is hoping that its white beer’s on-trade success can be transferred to the take home market via a new brand identity consisting of an opaque white bottle, which it hopes will give Blanc extra stand-out on the beer fixture.
Blanc will be available in both a 500ml bottle (rsp: £1.99 to £2.29) as well as a 330ml bottle to be sold in a four-pack (rsp: £4.99 or £3.99 on promotion). It will have a full nationwide distribution in all major retailers from mid-May.
Off-trade managing director
Keith Hogg said that the introduction of Blanc to the off-trade went a long way to answering industry criticism regarding the lack of innovation and new product development in the beer fixture.
Rather than being seen as a direct rival to Hoegaarden, Hogg said that Blanc would complement the brand.
Hogg explained: “I think that InBev should welcome the arrival of Blanc into the sector as it will help to build awareness and understanding of white beer and what is still a young category.”