InBev launches new lower-strength Beck's draught lager
Following a successful four-month trial, InBev UK is looking to change the face of standard lager through the launch of its Beck's Vier. The lower strength four per cent ABV Beck's spin-off is an extra cold draught lager which is being brewed in Bremen, Germany, specifically for the UK market.
It is pitched to compete against standard lager on the bar top - but from a premium positioning. However, there have been concerns that the new lager will cannibalise sales of its own Castlemaine XXXX.
Marketing manager Richard Ingram explained that InBev had seen an opportunity to create a brand targeting the growing trend for "everyday indulgence".
"People are concerned with value but they don't want something that's second best. Vier is aimed at consumers of four per cent lagers who think image is important and are willing to pay more for it," he said.
As well as premium looks, Vier promises a similar taste profile to the premium Beck's, which will continue to be available on draught and in bottles.
InBev is recommending that the new brand is priced exactly halfway between a pub's most expensive premium lager and its cheapest standard lager.
According to Mr Ingram, the idea was received with enthusiasm at 50 test outlets where it competed against up to three other mainstream strength draught lagers. Nine in 10 consumers said they would drink Vier again after trying it.
The Vier launch will receive £4m out of a £12m Becks marketing budget for this year and the campaign will include ads towards the end of the summer and point-of-sale material.
