UK: Brahma brushed aside for Inbev Stella drive

Inbev UK has relegated its Brahma Brazilian lager from drive brand status in the UK. The move is part of the company's increasing focus on what Inbev UK president Stuart MacFarlane called a “dream partnership” of Stella Artois and Beck’s, Off Licence News.

Brahma was launched by Inbev UK in 2005 with a £5m marketing budget, and was being advertised in cinemas as recently as last autumn.

At the time, it was highlighted by MacFarlane, then head of take-home for the company, as one of three global brands – alongside Beck’s and Stella – that would most feel the weight of Inbev’s marketing investment in the UK.

MacFarlane said at a press conference last week: “Brahma is slightly more defocused that it was before. That’s not to say it hasn’t been a success but we’re going to take a different approach in responding to consumer trends in innovation on Stella Artois and Beck’s.” A new 4% Stella is set to hit shelves from August.

OLN’s 2007 Beer Report showed a 4% drop in Brahma sales in the take-home trade, and the brand being overtaken by Tiger Beer and Inbev’s own Leffe brand. Brahma was named as a “brand to watch” by the Superbrands organisation in 2006.

04 July, 2008