�ݺ�ߣ

Why beer ��has woken up�� / De ce s-a ��trezit�� berea
Iulie 2015
Un demers de cercetare

Brand RO (Biz) data indicated years in a row that beer
brand decreased progressively in relevance and preference
2014
?
?2010
?
? 2011
?
? 2012
?
? 2013
?
?
6
?
9
?
12
?
10
?
23
?
30
?
39
?
41
?
43
?
48
?
50
?
60
?
64
?
77
?
80
?
87
?
93
?
99
?
100
?
Top
?50
?
?
Top
?100
?
*
?BrandRo,
?Biz
?&
?Unlock,
?2011-?�\2014,
?N=1000
?interviuri,
?urban
?
?

Current consumers are different from those before crisis.
They act guided by a very different mind-set.
Joy
Freeze
??
X?
Introspection Outrospection
SENSIBILITY SENSE
Open up
!T?
EMPATHY
Authentic emotions
Real stories
Positive thinking
Tolerance
No prejudice
Self development
Looking for:

We have been continuously challenged on the cause of this.
Are there any reasons for such a decrease in brand preference in case
of beer category?
?? Are
?there
?people
?drinking
?something
?else?
?They
?do
?not
?like
?beer
?anymore?
?
?
?? Is
?there
?something
?missing
?on
?the
?beer
?market?
?Did
?the
?beer
?��waken
?
up��?
?(��s-?�\a
?trezit��)
?
In
?summer
?2015
?we
?have
?conducted
?an
?internal
?diagnosVc
?survey
?(data
?mining,
?
interviews
?and
?focus
?group
?discussions)
?on
?the
?current
?status
?of
?beer
?category
?
?to
?
see
?what��s
?the
?mood
?of
?people
?when
?they
?talk
?about
?it
?
Main
?conclusion:
?people
?did
?not
?give
?up
?on
?beer,
?beer
?has
?given
?up
?on
?them.
?
?
Beer
?brands
?lack
?authenVcity,
?empathy
?and
?vibe
?able
?to
?engage
?current
?consumers
?
in
?a
?way
?that��s
?relevant
?to
?them
?
?

Do people still like beer?
Yes,
?of
?course
?

?
Beer
?is
?a
?mass
?alcoholic
?product
?that
?people
?enjoy
?a
?lot
?

?
In
?the
?present
?it
?lost
?its
?spark
?and
?e?ervescence,
?therefore
?people
?migrated
?
towards
?drinks
?with
?more
?personality,
?vibe
?and
?ritual
?(shots,
?strong
?alcohol)
?or
?
more
?interesVng
?beers
?(arVsanal),
?also
?implying
?personality
?and
?authenVcity
?
?

?
Mass
?beer
?brands
?are
?strongly
?commodiVzed
?and
?falling
?into
?rouVne
?
?

?

?

Is there something missing on the beer market?
YES.
?
?
We
?have
?idenV?ed
?7
?main
?tensions:
?

?
1.? Brand
?de-?�\personaliza5on.
?Beer
?is
?already
?a
?generic,
?common
?category.
?It
?is
?all
?about
?fun,
?friends,
?jokes,
?
stories,
?nice
?girls,
?beaches,
?laughs.
?Brands
?lack
?the
?courage
?to
?stand
?out
?and
?say
?what
?is
?making
?them
?
unique,
?di?erent
?in
?this
?homogenous
?mass.
?They
?all
??ght
?using
?the
?same
?tools,
?which
?makes
?them
?fall
?into
?
clich��s
?
2.? Brands
?lack
?authen5c
?emo5ons.
?They
?all
?communicate
?in
?a
?��poliVcal
?correct
?way��,
?not
?to
?take
?any
?risks.
?
Even
?when
?they
?communicate
?��the
?beauty
?of
?imperfecVon��,
?that
?comes
?perfectly
?executed.
?Current
?
communicaVon
?actually
?freezes
?the
?authenVc
?emoVons
?by
?means
?of
?well
?structured,
?lifeless
?execuVons
?
?
3.? All
?communica5on
?is
?very
?crowded,
?full
?of
?useless
?details,
?saying
?the
?same
?old
?thing
?over
?again
?�C
?beach,
?
girls,
?lots
?of
?people,
?all
?ecstaVc,
?happy,
?loud,
?everybody
?should
?laugh
?whether
?there
?is
?a
?good
?joke
?or
?not.
?
People
?need
?clear
?cut,
?short,
?impachul
?messages
?about
?the
?brand,
?away
?from
?useless
?details
?
?
4.? Brands
?lack
?con5nuity.
?They
?jump
?from
?an
?idea
?to
?another.
?They
?lack
?consistency
?and
?perseverance
?in
?
message
?
?

Is there something missing on the beer market?
YES.
?
?
We
?have
?idenV?ed
?7
?main
?tensions:
?
5.? Brands
?lack
?experience.
?Although
?people
?learn
?much
?more
?from
?experiences
?today,
?they
?lack
?such
?examples
?
from
?beer
?brands,
?as
?they
?have
?in
?other
?categories
?(Dero,
?Coca-?�\Cola,
?Fanta).
?Beer
?brands
?fail
?on
?e?ecVve
?
interacVon
?with
?consumers
?
?
6.? Too
?much
?noise
?emphasizes
?the
?lack
?of
?consistency,
?there
?were
?people
?that
?said
?that
?they
?would
?appreciate
?
much
?more
?brands
?that
?do
?not
?say
?anything
?than
?those
?that
?make
?a
?lot
?of
?noise
?and
?say
?nothing
?
?
7.? Lack
?of
?real
?innova5on.
?It
?is
?like
?beers
?know
?they
?should
?innovate,
?but
?they
?just
?change
?some
?variables
?within
?
the
?same
?territory
?of
?clich��s
?/
?expected
?innovaVons
?and
?then
?make
?a
?big
?fuss
?about
?it
?
?

As a consequence, beer market is hugely under pressure
given its inner blockage, not the threat from outside
As
?long
?as
?beer
?��has
?woken
?up��
?(s-?�\a
?trezit),
?people
?look
?for
?alternaVves
?
?

International premium brands seem however to stay
relevant for humans in general, by touching their hearts

Now you know
www.unlockers.ro
www.facebook.com/UnlockResearch
www.unlock-research.com

�ݺ�ߣ

Berea trezita

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