The Pitch: More to selling beer than placing a few ads

As today's generation of consumers display increasing cynicism towards marketing, beer companies are modifying the way they bring products to the market and how they communicate.

Traditional forms of marketing, such as print and television advertising, are being supplemented by "new-age" marketing tools, from websites and text-messaging to in-store promotions that stick in consumers' minds.

New "layers" within the marketing mix have seen the onset of e-marketing and the birth of interactive websites, such as DB's Tui beer site.

Initially the site was the place to catch up on what was new with the brand. Now it offers a host of regular activities and contact points for its loyal customer base online, in-store and in-bar, including the opportunity for people to submit their own "Yeah, Right" billboard, obtain a loyalty card, find out when the next Super12 game is on, and select a bar in which to enjoy a Tui or two before the match.

With the growth of interactive information technologies comes the growing importance placed on the role of the retailer in the marketing mix.

In fact, the layering of marketing has increased to such an extent that our retailers are now playing an integral role in the marketing (as opposed to selling) of a brand.

Trade promotions now sit between the marketing and sales teams at DB to help liquor stores and supermarkets take the brand message to market.

From on-pack promotions to in-store displays and tastings, all promotional activities help the liquor retailer to sell the brand.

Traditional forms of marketing are still working. But we are moving more towards two-way communication with consumers - a dialogue rather than a monologue.

Increasingly, we see the role of marketing as developing and enhancing brand and consumer "touch-points" - opportunities where consumers experience and interact with their brand of choice.

The arrival of themed or concept bars has added valuable new "touch-points" for brand marketers. Not only are consumers seeing a brand on TV or in a magazine, but they are engaging in the emotional values of the brand at point of purchase, whether in-store or in-bar.

It's important to find ways to market brands which provide relevance to the consumer and increase the existing consumer base.

 

The combination in our Monteith's bars of a comfortable environment, distinctly local in look and feel, and a variety of beer styles, appeals to a broad range of tastes and is proving successful for DB.

Monteith's bars are not just about quality beer, they're about a quality beer experience. That means that apart from serving great beer, you are offering a warm and welcoming environment, good food and great sociability. This, paired with new Monteith's beer styles, such as Monteith's Summer Ale and Monteith's Radler, has introduced new drinkers to the beer category.

In turn, this has assisted DB with its category growth. Its Monteith's bars are selling 20 per cent more beer, as a percentage of their total brewery sales, than other bars.

Another of our brands, Export Gold, interacts strongly with its consumers. The brand is known for its support of Kiwi music, as well as large-scale promotions run online, via text, in-bar and in-store.

The brand works to ensure its drinkers enjoy the whole Export Gold experience, from the sociability of having a drink with mates, to enjoying the sounds of a Kiwi band.

* Mark Davidson is the marketing manager at DB Breweries.

* The Pitch is a forum for enthusiasts of marketing and communications.