A crisp, bright & refreshing, sessionable lager that ‘celebrates difference’
Award-winning Brooklyn Brewery, part of the Carlsberg Marston’s Brewing Company (CMBC) portfolio, is extending its reach into the premium world category with the launch of Brooklyn Pilsner – a crisp, bright and refreshing new lager that’s inspired by Brooklyn, and brewed for all.
Adding to its diverse range of flavourful beers, Brooklyn Pilsner (4.6% ABV) is a pale golden, premium lager that layers clean malts with a balanced wave of bright hops, crowned by an instantly refreshing finish. Perfect for anyone to enjoy, it offers light toasty flavours and spicy, subtle citrus hop notes.
Following a successful on-trade launch in March, Brooklyn Pilsner will be on shelf from September, with a major listing already secured in Waitrose for its 6 x 330ml can format (RRP: £6.00). Brooklyn Pilsner will also be available in wider distribution in single 660ml bottles (RRP: £1.90), as well as 12 x 330ml bottles (RRP: £14.00).
The launch is supported with a multi-million-pound national marketing campaign, including OOH, VOD and digital advertising as well as experiential, PR, social media and shopper marketing.
“Brooklyn Brewery is extending into the bigger premium space because there’s a thirst for something new amongst world lager drinkers,” explains John Clements, VP of Marketing at CMBC. “Within the premium world category, only 32%[1] of UK consumers are happy with the selection on offer and 76% would consider a new beer brand. We know they’re looking for something flavourful, but also accessible with 55% most likely to try a pilsner. There’s a clear opportunity here to reinvigorate the category with a new great-tasting premium option.
“World lager is now the largest beer segment accounting for 23%[2] of the market and it’s stealing share from multiple categories as premiumisation continues to gain momentum amongst consumers. Plus 61%[3] of Brooklyn shoppers already shop the World Lager category (vs 43.9% for Total Beer), providing the perfect launchpad for Brooklyn Pilsner. It means we’re primed to help retailers make the most of this opportunity and drive even greater value sales within premium world lager.”
Consumer testing shows the new pilsner significantly outperforms a key competitor on purchase intent, ease of drinking, refreshment, and overall liking.[4] Over a third prefer it to the beer they purchase most often, and 65% say it’s ‘as good’, or ‘even better’.
Meanwhile, Brooklyn Pilsner’s bold packaging will create standout on shelves and keep shoppers’ attention versus competitors, with clear cues about its drinkability and refreshment, adds Clements. “Linked to its Brooklyn roots, the bright yellow branding and interpretation of graffiti-style street art will create further stand out in POS and advertising.
“It’s important for us to have a pilsner in our Brooklyn portfolio, it’s a classic style loved by so many beer drinkers – this is about putting the soul into scale. We are confident this is one the very best tasting pilsners out there. It’s crisp, bright, refreshing and premium, and we believe it will become one of the stalwarts of our range.”
Brooklyn Pilsner will sit alongside other award-winning beers in the Brooklyn Brewery portfolio, including leading premium craft Brooklyn Lager, Defender IPA and low-alcohol Special Effects.
Brooklyn Brewery is dedicated to making flavourful beer for flavourful people. Since 1988 it’s been drawing inspiration from the artists, makers and innovators in its home borough to create beer that brings people together and supports the communities it serves.
Brooklyn Pilsner will be available to off-trade retailers from September 2022.
https://www.brooklynbrewery.world/en-gb/pilsner-offtrade/
[1] CMBC/Toluna October 2020
[2] Kantar purchase panel, 52 w/e data to 13.06.21
[3] CMBC/Toluna October 2020
[4] Ipsos Consumer Research
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