Guinness rethinks Kaliber as low-alcohol sales drop

Guinness is reviewing the future of Kaliber, its alcohol-free lager brand, as the market for low-alcohol beers continues to shrink.

Guinness is reviewing the future of Kaliber, its alcohol-free lager

brand, as the market for low-alcohol beers continues to shrink.

Guinness is understood to be taking a strategic look at Kaliber over the

next few weeks and aims to make a decision early next year. The most

likely option is to retain the Kaliber brand, but alter the product.

A spokeswoman for Guinness admitted there were ’plans to develop the

brand’ but said Kaliber would not be axed, saying, ’It is an important

part of our portfolio.’

Kaliber is the market-leading brand in the low-alcohol sector, and

Guinness says sales have grown by 5% this year.

However, UK sales of low-alcohol beers have fallen from pounds 51m to

pounds 40m in the past few years, and now make up about 0.4% of the beer


Guinness has already begun to revive Kaliber, with its first advertising

campaign for four years in August, through newly appointed agency Abbott

Mead Vickers BBDO. The ads, which carried the theme: ’It’s drunk, you’re

not’, tied in with a government drink-drive campaign, which broke the

same week, also through AMV.

The move comes as Bass Brewers test-markets low-alcohol beer, Carling

Blue, with a view to launching it nationwide next year (Marketing,

December 9).

Analysis, page 13.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message