STRATEGY:

In the hard-fought Free Trade sector, Thwaites were up against the likes of John Smiths, Stella Artois and Carlsberg Export. A David vs Goliath battle of the budgets.​ 

 

We looked for weaknesses to exploit. At the time, there were several brands boasting 'Continental' credentials.

 

In fact, Carlsberg 'Export' was at the time brewed in Northampton. Stella Artois was brewed in Blackburn...

 

Thwaites's premium lager Warsteiner was brewed in Germany. Their session lager, Kaltenberg was brewed in Bavaria.

 

So we leaned into that.

 

Because there was increasing consumer demand for genuine authentic experiences driven  mostly by budget airlines. 

 

Thwaites Smooth, the nitro flushed session bitter, had little to commend it, but neither did John Smiths. So whilst they had Peter Kay and TV Spots - we recruited David Dickinson.

 

He posessed the 'Marmite Effect' that would create conversations at bars all over the UK. And it worked. No costly TV spots - just POS and merchandising teams to welcome new free trade stockists.

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The Free Trade was like the wild west. Portly men roamed the land with boots full of incentives. "If you take my lager, I'll give you staff uniforms, garden umbrellas and a £20 a barrel discount."  Which is great, until the next guy arrives with Neon Signs, better uniforms and £30 a barrel discount...

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We gave Licensees tools to make more money: Kitted activities, support and advice - ways to extend the customer visit.

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THE RESULTS:

Thwaites Smooth sold over 100 million pints, knocking John Smiths out of hundreds of free trade accounts.

 

Kaltenberg Hell beat its year one sales forecast by 40%.

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For every £1 that Thwaites spent with us on marketing on Warsteiner, Kaltenberg and Thwaites Smooth, they made £27.​

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