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

market.



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.



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