Australian Low Carb Beer Case Study: Positioning Beer as Healthy

Publication Date	March 2008
Publisher	Datamonitor
Product Type	Report
Pages	8
ISBN Number	not applicable
Product Code	DAT10754

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£160.00
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Summary

Introduction

This report on Australian low-carb beer forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the rise of brands such as Bondi Blonde, Pure Blonde and Hahn Super Dry in the Australian low carb beer market, which has shown strong growth in the last four years.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.

Content

CATALYST
SUMMARY
ANALYSIS
- The desire for healthier lifestyles has spread to indulgences such as beer
- The health mega-trend impacts on the market for alcoholic beverages
- Low carbohydrate beers are positioned as healthy alternatives with no compromise on taste
- Health experts remain skeptical on the benefits of low-carb beer
- Bondi Blonde: Independent brewer achieves success with low-carb premium brand
- Bluetongue Brewery launched Bondi Blonde in 2007
- Paris Hilton enhances brand's profile
- Major breweries also look to tap into the market
- Foster's Pure Blonde - The market leader
- Hahn Super Dry is marketed on its taste and health credentials
APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
List of Figures
- Figure 1: Two mega-trends conflict and a perceived compromise must be reached
- Figure 2: Celebrity endorsement pays dividends for Bondi Blonde
- Figure 3: Foster's Pure Blonde is marketed to emphasize its taste and health credentials
- Figure 4: Hahn Super Dry is marketed on its taste and health credentials