By Andy Young
XXXX Summer Bright is preparing for summer with the launch of a new contemporary look and an addition to its portfolio.
XXXX Sumer Bright with Mango has launched in response to the growing flavoured beer market, while the new design and bold colour palette has been inspired by Australia’s beach culture.
Richard Knight, Marketing Manager for XXXX, says that the brand refresh is an important step in connecting XXXX Summer Bright Lager to the ‘new generation’ of beer drinkers who are instrumental in driving long-term growth in the category.
“These younger beer drinkers are highly visual so we needed to land a look and feel that not only makes them excited to be associated with the beer, but also conveys that XXXX Summer Bright Lager is the true taste of the Australian summer.”
While Australia’s flavoured beer segment is small, at around 15 million litres, it is growing (up 25 per cent on last year) and the brand refresh comes at the same time as the launch of the mango flavour.
Knight added: ““There are approximately 20 flavoured beer products available in Australia and options are limited to lemon, lime and apple. Mango proved to be the clear front-runner flavour in our sensory research and we think it will be very popular.
“We grew XXXX Summer Bright Lager by 4,000,000 litres with the launch of Lime in 2015. We hope to grow that even further with the addition of Summer Bright Lager with Mango.”
The four per cent ABV brew is available now nationally and on tap in Queensland and the launch will be supported by a marketing communications program that includes digital, social, outdoor and print advertising, sampling, experiential, point of sale and PR.