866-997-4948(US-Canada Toll Free)

Success Case Study: Dreher Lemon Radler: Satisfying consumer demand for moderate alcohol options

Published By :

Canadean

Published Date : Sep 2016

Category :

Beverages

No. of Pages : 15 Pages

Summary
Increasing 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 Findings
In 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.

Synopsis
This 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.

ReasonsToBuy
Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Table of Contents
About this research
Summary: Dreher Lemon radler beer
Introducing radler beer to the Italian market
Local brands help to familiarize a global product
Italian consumers move towards fruit-flavored beers
Radler minimizes beer's side effects
Radler as a social drink for health-oriented Italians
Take-out: senior consumers are a key target
Take-out: radler increases drinking occasions
Canadean's TrendSights
Appendix

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *

Upcoming Reports

  • Consumer and Market Insights: Soup Market in Israel

    The Soup market in Israel is forecast to register higher growth in both value and volume terms during 2014-2019 when compared to 2009-2014. Dried Soup (mixes) is the leading category by volume sales and is expected to gain maximum market share in value terms during 2014-2019. Hypermarkets & Supermarkets is the leading distribution channel in Israel’s Food market. Flexible packaging is the most widely used packaging material and Prize of...