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Big Five Brewers Changing Strategy In 'There's More To Beer' Campaign

Their last campaign did little to reignite poor sales and was criticised for concentrating too heavily on mainstream beers, but now the nation's big five brewers are preparing an integrated summer campaign with the tag line "There's More to Beer." SapientNitro is shaping the strategy for the new campaign, which is believed to be focused on the craft of beer making and the diversity of beer styles and tastes. The campaign is led by Ab InBev, SAB Miller, Heineken, Molson Coors and Carlsberg.

Read the whole story at Marketing Week »

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