Success Case Study: Dreher Lemon Radler; Satisfying consumer demand for moderate alcohol options
SummaryIncreasing concern about the health drawbacks of alcohol is leading consumers to moderate their consumption. The use of fruit along with a low alcohol content suggests radler is the right-for-me option for those drinkers seeking out low alcohol options to consume during social occasions.
Key FindingsIn 2013, Heineken released its first radler beer in Italy, under the Dreher Lemon Radler brand name. Considered one of the most successful launches ever by Heineken, the radler quickly gained favor among Italian consumers, contributing 5% of the total turnover of Heineken Italia Group in 2014.
Low alcohol intake has been the product's selling point in the country, satisfying Italian health-oriented consumers' desire for beer that allows for moderate alcohol consumption and can be shared on social occasions.
SynopsisThis case study is part of Canadean's Successes and Failures research and explores the reasons behind Dreher Lemon Radler Beer's success in the Italian market. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
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