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Australian low carb beer case study: positioning beer as healthy

Published by: Datamonitor

Published: Mar. 10, 2008 - 8 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The desire for healthier lifestyles has spread to indulgences such as beer
The health mega-trend impacts on the market for alcoholic beverages
Low carbohydrate beers are positioned as healthy alternatives with no compromise on taste
Health experts remain skeptical on the benefits of low-carb beer
Bondi Blonde: Independent brewer achieves success with low-carb premium brand
Bluetongue Brewery launched Bondi Blonde in 2007
Paris Hilton enhances brand's profile
Major breweries also look to tap into the market
Foster's Pure Blonde - The market leader
Hahn Super Dry is marketed on its taste and health credentials
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
List of Figures
Figure 1: Two mega-trends conflict and a perceived compromise must be reached
Figure 2: Celebrity endorsement pays dividends for Bondi Blonde
Figure 3: Foster's Pure Blonde is marketed to emphasize its taste and health credentials
Figure 4: Hahn Super Dry is marketed on its taste and health credentials


Abstract

Introduction

This report on Australian low-carb beer forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the rise of brands such as Bondi Blonde, Pure Blonde and Hahn Super Dry in the Australian low carb beer market, which has shown strong growth in the last four years.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.


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