Embed Size (px)
Citation preview
Hoegaarden - Brand Manual (00.1) - Part A
The original white beer - Since 1445
26/12/99 - Page 2
Table of Contents
A. The Product
1. History
2. Product
3. Competitive environment
4. Brand objectives
5. Product Ritual
6. Positioning
7. Pricing
8. Brand identity guidelines
9. Packaging
B. How to launch the product
10. Distribution strategy
11. Advertising
12. Promotion
13. POS material
14. Café concept
15. Line extensions
16. General information
4
6
12
19
22
28
33
34
39
4
10
12
19
21
28
34
Page number
Brand Manual Hoegaarden - Part A
The product
26/12/99 - Page 4
1. History (1)
The story of a little village
It starts around 1445 when the monastic order of Begaarden
came to Hoegaarden, a little village in the province of Brabant.
The region is blessed with heavy clay soil where the wheat
grows tall and strong. Taking local grown wheat, working by
hand and following a secret recipe using nature‟s purest
ingredients, the villagers developed the original white,
unfiltered wheat beer characterized by its very pale, cloudy
appearance.
The village developed into a center of the brewing industry
over hundreds of years. By the end of the 18th century,
Hoegaarden boasted 34 separate breweries - and its long-
term prosperity looked guaranteed.
But the world was moving on. Industrial production techniques,
new refrigeration techniques and the irresistible rise of the new
clear lagers all took their toll.
By 1920, only five brewers were left. The final blow fell in 1957
when the last white brewery, Tomsin, closed its doors. Our
story would have ended there - in tears
26/12/99 - Page 5
1. History (2)
But Hoegaarden was saved
During the record hot summer of 1965, villagers missed the cool,
refreshing taste of their unique, local drink.
The village milkman who lived next to the original brewery, and who
worked there in the past, dug out the age-old recipe, got his
inspiration, and, with a couple of vats sawed in half, an old copper
kettle, pure spring water and natural ingredients, began brewing
Hoegaarden White beer.
Within weeks, business took off. As news of what he had done
spread, visitors and beer connoisseurs (from Belgium, Germany,
Holland and France) flocked to his brewery.
Hoegaarden White was born….stronger and even more
popular than white beers ever before.
26/12/99 - Page 6
2. Product (1): Hoegaarden White - Brand promise
Hoegaarden White is the original white beer, brewed with
unmalted wheat and spices such as coriander and dried
orange peel.
The beer has a naturally cloudy appearance because it is
not filtered and has undergone a second fermentation in
the bottle or keg.
Its sweet-sour and spicy taste makes it a unique,
refreshing easy-to-drink specialty beer that is distinctively
different from „the usual pint of lager‟.
26/12/99 - Page 7
2. Product (2): Hoegaarden White - Production process
55 % malted barley ; 45 % unmalted wheat.
Addition of spices: coriander, dried orange peel and
hops.
Top fermentation (25°C), bottle pasteurization after main
fermentation.
Living yeast is added again before bottling/kegging, thus
allowing a second fermentation in the bottle or keg.
There is no filtration.
Bottles and kegs are stored in warm rooms during 2
weeks to allow the secondary fermentation process - the
yeast process improves when T° is high.
26/12/99 - Page 8
2. Product (3): Hoegaarden White - Technical description
Hoegaarden White is a 5 % alcohol by volume
wheat beer.
Hoegaarden White has 12.1 degree Plato.
Hoegaarden White is:
- brewed following an authentic recipe
- brewed with natural ingredients (mineral
spring water,unmalted wheat, barley malt, hops,
yeast,coriander, dried orange peel)
- an unfiltered beer
- refermented in bottle and keg
- naturally cloudy
Color: hazy & soft yellow.
Sour-sweet, soft bitter taste with a fruity aroma.
26/12/99 - Page 9
2. Product (4): Hoegaarden White
Why bottle fermented beer is superior
Hoegaarden White is naturally carbonated.
There is no oxidation following oxygen pick up during the filling.
Thanks to the second fermentation, the yeast protects the beer microbiologically
against the aging effect (no pasteurization is needed nor done after secondary
fermentation) resulting in a longer shelf life.
26/12/99 - Page 10
2. Product (5) : Hoegaarden White - Awards
Gold award in the “specialty ales” section at
the 1999 Australian International Beer Awards
Platinum award at the 1998 World Beer
Championship in the USA
1st Prize at the 1997 Stockholm Beer
Festival.
Supreme Champion at the 1997 International
Food Exhibition in UK (300 competitors).
Gold medal in the category “Belgian style
White Wheat Beers” at the 1996 World Beer
Cup in the U.S.A.
Silver medal at the 1995 World Beer
Championship in the U.S.A.
The outstanding quality of Hoegaarden White is confirmed by the many international
awards it has won in the past years:
26/12/99 - Page 11
2. Product (6): Points of difference with other beers
Different look: cloudy straw - yellow color- the result of no filtration and a secondary
fermentation in the bottle or keg.
Different taste: refreshing, slightly spicy sweet-sour taste caused by the addition of
coriander and dried orange peel and the considerable use of wheat.
Different from German wheat beers: in ’Weizen‟ beers no coriander nor orange
peel are used - malted wheat is used instead of unmalted wheat.
Difference with Celis White (USA) : Celis White is not fermented for a second
time in the bottle, it is bottle pasteurized.
Different presentation: unique hexagonal glass - the beer „s cool temperature is
maintained by the thickness of the glass.
Different serving ritual: swirling the bottle before a second pouring mixes the
sediment and gives Hoegaarden its typical cloudy appearance .
Different brewing process: second fermentation using living yeast in the bottle or
keg.
26/12/99 - Page 12
3. Competitive Environment (1) - World Wide beer market
segmentation (Lagers & Specialties)
Standard Lager
Low Alcohol Lager
Non Alcohol Lager
White Beers (Weizen)
Ales
Fruit beers
Premium Lager
Local Premium Lager
Imported Prem. Lager
Dry
Premium Draught
Ice
Trappist
Strong Blond
Dark Abbey
Scotch
Special Brews
Accessible taste specialties
Blond Abbey Beer
Stout
Thirst-quenching specialties
Premium lager
Lager
Strong taste specialties
Hoegaarden White
LAGERS SPECIALTIES
Cross Consumption
Hoegaarden White can be situated in the thirst-quenching specialties category that mainly
recruits its drinkers from the Lager and Premium Lager category. As such beers within its own thirst-
quenching category and, to a lesser extent, other specialty beers form its competitors.
26/12/99 - Page 13
3. Competitive Environment (2) - Key brands World wide
Guinness, though having significantly different product characteristics,
provides in a similar manner as Hoegaarden White an original beer that is
distinctively different from “the usual pint of lager”. It is probably the only
specialty brand that should therefore be considered as a major competitor
on a world-wide basis.
Depending on the market, other thirst-quenching specialty beers such
as ales (Bass, Boddingtons, …) and fruit beers (Belle-Vue, ...) will also
sometimes fight for the same spot.
More closer within its own segment of White/Weizen beers, its main
competitors are the German Weizen beers (Erdinger, Paulaner Hefe
Weizen and Franziskaner) the US imitation white beers (Samual Adams
White Ale, Blue Moon White Ale, Celis White) and the Belgian White
beers (Brugs Tarwebier,…)
26/12/99 - Page 14
3. Competitive Environment (3) - Worldwide White/Wheat Beer
Consumption
(KHL) 92 97
Germany 7858 7530
Belgium 632 612
Netherlands 110 116
France 12 73
UK 0 22
From a consumer point of view,
Hoegaarden White is an original
beer that is not necessarily
considered as a wheat beer.
From a product point of view,
Hoegaarden White is competing
with other white/wheat beers.
Key markets for wheat beers are
Germany and Belgium. However the
products are very different.
26/12/99 - Page 15
3. Competitive Environment (4) - World Wide Sales (000 HL)
Hoegaarden
30 52 70
250
450
645 652
0
150
300
450
600
70 75 80 85 90 95 98
Hoegaarden White was relaunched in 1965 in Belgium.The figures
include all the brands of the Hoegaarden family
26/12/99 - Page 16
3. Competitive Environment (5)
Evolution of Hoegaarden White in Key Markets
(KHL) 80 85 90 95 98
Belgium 5 60 263 469 390
France - - 19 43 77
Netherlands - - 56 66 68
UK - - - 7 22
I taly - - - 4 12
Figures above do not include Hoegaarden Speciale, Das and other Hoegaarden products.
26/12/99 - Page 17
3. Competitive Environment (6) - Evolution of Hoegaarden
White in Key Markets
Belgium
In Belgium the White beer segment is at its maturity.
Hoegaarden has a 70% share of the segment - the rest being made up of „me too‟ brands.
The number of new white beers has however increased strongly. Consequently the sales of Hoegaarden
White have somewhat declined.
Main competitors in the White beer segment are Brugs Tarwebier (Blanche de Bruges), Dentergemse,
Blanche de Namur and Haachtse Witte.
France
The white beer segment doesn‟t yet represent 1% of the total market but doubles every two years.
Hoegaarden White has a 60% segment share.
Its main competitors in the White beer segment are Blanche de Bruges and Wiekse Witte.
26/12/99 - Page 18
3. Competitive Environment (7) - Evolution of Hoegaarden
White in Key Markets
The Netherlands
The white beer segment is more or less stable.
Hoegaarden White is ranked n°1 with 58 % market share.
Hoegaarden White and the N°2 brand represent 96 % of the segment (Wieckse Witte =
White from Heineken).
The United Kingdom
In UK, the white beer segment does not exist. Hoegaarden White is considered as a
specialty product. In this segment, Hoegaarden is the market leader.
Because of the fact that Hoegaarden is creating its own segment based on its unique
attributes and refreshing taste, it is taking away market share from the traditional lager
and ale bottle markets
26/12/99 - Page 19
4. Brand Strategy (1) - International Objectives
In beer markets with a specialty beer segment, establish Hoegaarden
White as THE original White beer and leader of the White/Weizen beer
segment.
In beer markets without a specialty beer segment, establish
Hoegaarden White as a high quality, easy-to-drink specialty beer.
Overall, reach a sales volume of 1 Mio HL in 2010.
26/12/99 - Page 20
4. Brand Strategy (2)
Brand Strategy in beer markets with a specialty beer segment
Position Hoegaarden White as an easy-to-drink specialty beer.
Pricing minimum 10 % above premium lagers ( end consumer price positioning).
A slow build-up leading to selective advertising on product features.
Build on word-of-mouth (connoisseur > friends > to friends of friends > ...)
Brand Strategy in beer markets without a specialty beer segment
Position Hoegaarden as a high quality specialty beer (not necessarily as a white beer).
Pricing minimum 20% above premium lagers ( end consumer price positioning).
Education of trade (bar staff) and consumers is key.
Close follow-up on dispense quality : “Freshness, ideal temperature and hygiene”
26/12/99 - Page 21
4. Brand Strategy (3) - Key success factors
Education of sales force and bar staff about the product: different appearance, taste, way of
serving... bar owners and staff have to be informed about the sales arguments in order to
become ambassadors for the brand.
Quality dispense and perfect service : cleaned and cold Hoegaarden White Hexagonal
glasses - temperature of 3°C - serving ritual respected out of the bottle- correct head-no
lemon….
Trial in carefully selected bars or food outlets using incentives that give additional information
about what makes Hoegaarden White so different from other beers.
Target both male and female drinkers.
High price positioning : Because of its quality and presentation (value for the consumer), the
beer justifies a premium price resulting in a higher margin for the bar owner.
Image : Natural, healthy, authentic but very accessible.
Selective, top quality on trade distribution: as Hoegaarden White is a delicate beer a
minimum rotation in kegs and cleaning is required in order to guarantee quality and success.
26/12/99 - Page 22
5. Product Ritual - (1) Glassware
– Hoegaarden White should always be
served in its own glass (Hexagonal,
branded).
– The standard glass is the 25 cl format.
– A sampling glass (only used for
degustations) exists in 19 cl.
– In addition, a 50 cl glass is available.
– For event purposes, use 25cl plastic cups.
– Hoegaarden White tray presents 6
standard glasses and one 50 cl glass.
In general it is used for promotions.
26/12/99 - Page 23
5. Product Ritual - (2) Draught Font/Equipment
Exclusive Hoegaarden White font Unique medallion - used on the Max
and Parisian font
26/12/99 - Page 24
5. Product Ritual - (3) Storage Conditions
Hoegaarden White should be stored in a temperature controlled environment :
Ideally between 9°C and 20°C (48°-68°F) and never below 5°C (41°F)
Ensure the storing location is free from all food and chemicals.
Stock management is vital: first in,first out.
Hoegaarden White kegs should be stored upside down, so that, when righting the keg
prior to tapping, the yeast and sediments are agitated.
26/12/99 - Page 25
5. Product Ritual - (4) How to serve the bottle
Pour Swirl Pour rest
Pour the first half of the
bottle into a freshly
rinsed, cold glass
Gently swirl the bottle to
mix the remaining yeast
Pour the remaining
beer into the glass
and ensure a proper
head
26/12/99 - Page 26
5. Product Ritual - (5) How to serve on draught
Dispensing Hoegaarden White has to be done with the necessary skill :
The starting point of the dispensing and pouring ritual is a thorough cleaning of the
glass. This should be done with the appropriate detergent, a clean brush and cold
water (or as local regulation require). After degreasing the glass, the last of the
detergent has to be removed by thoroughly rinsing the glass.
The glass can now be cooled in cold water.Only a wet glass should be used.
Because the Hoegaarden White glass is big and robust, the foam collar can be
generous (below the logo). After removing the excessive foam head, the whole
glass is cleaned and all foam on the exterior of the glass is wiped away.
The glass is served on a beer coaster with the logo facing the customer.
A friendly smile will do the rest.
This ritual has to be observed even when a number of glasses are dispensed at the same
time.
26/12/99 - Page 27
5. Product Ritual (6) - How to serve on draught
Serving or dispensing Hoegaarden White can only be successful when observing the
right temperature: 2°- 3 °C .
Every good barkeeper needs to know his oldest barrels and bottles.In applying the
first in first out principle the bartender will ensure fresh beer .
A few more aspects are necessary to preserve the unique taste of Hoegaarden on draught:
Use the correct counter pressure
Rinse of the lines after replacing an empty barrel.
Clean the lines on a regular basis (once a month) by a professional cleaner.
To guarantee that your clients will drink their Hoegaarden White in optimal conditions,
you should flush the pipes during closing hours.
26/12/99 - Page 28
6. Positioning (1) - International Positioning Statement
To all young male/female drinkers that are looking for a distinctively
different yet authentic beer, Hoegaarden White is a genuine, natural,
refreshing and easy-to-drink specialty beer that offers an alternative
to the ‘usual pint of lager’.
Although the basic positioning may not change, slightly different
“nuances” are possible from country to country.
The positioning has to be agreed by Interbrew Marketing.
26/12/99 - Page 29
6. Positioning (2) - Target Consumer
Male/female drinkers (60/40).
Students, young professionals.
18/20 - 34 years old. (depending on legal age for drinking)
Upper half of social classes.
Living in urban centers.
Modern,open minded,extrovert,optimistic people.
Looking for the slightly unusual, the genuine, the real thing.
Sociable, self confident,independent.
Love for real and authentic products.
Young, fashionable consumers, stylish.
26/12/99 - Page 30
6. Positioning (3) - Consumer Benefits
Rational benefits
Hoegaarden White is a naturally cloudy,refreshing beer with a unique sweet, sour
taste.
Emotional benefits
Drinking Hoegaarden White is experiencing a “cool”, relaxed atmosphere among
friends.
26/12/99 - Page 31
6. Positioning (4) - Brand Positioning FRANCE
BRAND STRATEGY
Develop the white beer segment
Build the brand with all communication tools (advertising, promotion, packaging and POS):
– Improve the brand penetration of the student target.
– Continue the appropriation of the white beer segment.
Set Hoegaarden White as the reference among white beers
BRAND POSITIONING
Target group
– Young people that are open to innovation. Specialty beer consumers as well as non-beer drinkers.
Positioning Statement
– To the specialty beer consumer and also the non-beer drinkers, Hoegaarden White is THE
authentic Belgian white beer.
– Hoegaarden White offers the benefit of a refreshing and easy-to-drink beer with emphasis on the
name and original features of the beer.
– The accent is put on the product features (name, color and cloudy aspect) . These unique product
features are at first “obstacles” that can be turned into unique selling points.
26/12/99 - Page 32
The Selling Idea
– Tasting the white beer Hoegaarden, is discovering a new original beer you never tasted before.
Consumer benefits: Rational-Emotional
– Based on an artisan Belgian brewing tradition, Hoegaarden White is a refreshing, thirst-
quenching and easy-to-drink beer.
Reasons Why
– Unfiltered, cloudy and refreshing, Hoegaarden White is a completely natural beer that takes its
authenticity from its Belgian origin and artisan brewing tradition.
Brand character-Tone of Voice
– A special tone of communication in order to be accessible to the consumer(complicity and
humor).
6. Positioning (5) - Brand Positioning FRANCE
26/12/99 - Page 33
7. Pricing
Hoegaarden White should always be priced a minimum 10%
(recommended 10% - 30%) above premium lagers.
Pricing can be put higher in view of specific market conditions such as high
import tariffs.
During the launching period (3-5 years) when awareness for the brand and
its distinctive features has to be build up, initial pricing can be set at a higher
level to allow the product to be profitable already in its early years.
Once the launching period is over, pricing of Hoegaarden White should
come down to a more accessible price level that is still in line with the brand
positioning.
26/12/99 - Page 34
8. Brand Identity Guidelines (1)
Hoegaarden White logo should always be depicted on a silver background. White is a second option.
The silver/white logo square can be put on any type of colored background
For 4-colour print logo’s, a distinction has to be made between the Hoegaarden
White logo and the Hoegaarden Brewery logo
4 colour print logo for Hoegaarden WHITE
Background full colour +
Silver or White square 1/2 lines
Background Silver
2 lines version
Background Silver
1 line version
Background White
1or 2 lines version
26/12/99 - Page 35
8. Brand Identity Guidelines (2)
4 colour print logo for Hoegaarden BREWERY
Background White 1 line Background White 2 lines Background Beige 2 lines Background Full colour +
Silver square 1/2 lines
Hoegaarden Brewery logo should always be depicted on a White background. Beige is a second
option.
The white logo square can be put on any type of colored background
26/12/99 - Page 36
8. Brand Identity Guidelines (3)
BEIGE Blue Shields Gold Silver
Pantone P M S 1205 P M S 300 P M S 872 P M S 877
Q system Y0 2 0 +M 0 0 0 +C0 0 0 +B0 0 5 Y0 0 0 +M 0 3 0 +C10 0 +B0 0 0 Y0 7 5 +M 0 4 0 +C0 4 0 +B0 0 0 Y 0 0 5+M 0 0 5+C 0 10 +B 0 3 5
ITW Ref IT W 87 IT W61 IT W 6 IT W 1
Colour specifications
Other languages - Silver background
Typography - Garamond
26/12/99 - Page 37
8. Brand Identity Guidelines (4)
Black and white - Hoegaarden White
Black and white - Hoegaarden Brewery
26/12/99 - Page 38
8. Brand Identity Guidelines (5)
Existing information material or guidelines :
– CD-Rom exists with all necessary information about the graphical
guidelines of the brand
– CD-Rom runs on pix guide software and can be ordered at
Martine Monseur (Corporate Marketing Interbrew)
Fax nr: 0032-16-24.77.09
Email: [email protected]
– On-line consultation of brand identity guidelines under construction.
Approval procedures
– New advertising and promotional material should be presented at all
times to Interbrew Marketing Department.
26/12/99 - Page 39
9. Packaging (1) - The Bottle
Frontlabel
BacklabelNecklabel33 cl OW Bottle
Super premium design
respecting the integrity of the brand.
Reflecting natural quality- beer values
- Belgian origin - Authenticity.
Coherent and consistent
implementation worldwide.
26/12/99 - Page 40
9. Packaging (2) - Available packagings
4 x 33cl OWB + Glass (USA) 6 x 25cl OWB (FRA) 4 x 33cl OWB (UK)
4 x 33cl OWB + Glass (UK) 24 x 33cl OWB(ALL MARKETS) 4 x 33cl OWB (UK)
26/12/99 - Page 41
9. Packaging (3) - Available giftboxes
25cl Glass Gift Box (ALL MARKETS)
Hoegaarden Mix Gift Box (Belgium/DF)
25cl x 2 Hoegaarden White
33clx 1 Grand Cru, Forbidden Fruit and Julius
Glass Hoegaarden White, Grand Cru
Grand Cru Gift Box
4 x 33cl OWB Grand Cru
2 Glasses Grand Cru
(ALL MARKETS)
26/12/99 - Page 42
9. Packaging (4) - Available packagings
Int B FR NL USA
Crates
24 x 33 cl refill
24 x 30 cl refill *
24 x 25 cl refill *
Multipacks
24 x 33 cl OW * *
6 x 25 cl OW * * *
6 x 30 cl OW *
4 x 33 cl OW UK *
4 x 33 cl OW + glass *
4 x 35,5 cl OW + glass * *
4x35,5 cl OW +glass *
Kegs
20 l * * *
30 l * *
26/12/99 - Page 43
9. Packaging (5) - International packagings
Logistical Data - Hoegaarden White
A 4-pack fully enclosed will be available in 2001 ( in 33 cl format and fully enclosed)
Plato: 12,10 °
Article No 366 365 4963 5972
Format 20 L 50 L 24*33 cl 6*4*35,5 cl
Type of packaging Keg Keg Carton Bottlemaster
Dimensions of pack 378*253*240 mm 378*257*242 mm
Weight full 25,5 kg 63 kg 14,35 kg 14,294 kg
Content 20 L 50 L 7,920 L 8,520 L
Palletisation 20*1*20 L 50*1*50 L 72*1*24 60*6*4
Pallet P20 P8 OW OW
EAN code backlabel 5410228857074 5410228857167 5410228141785 0083645021166
EAN code pack 5410228858072 5410228858058 5410228149699 0083645157551
Technical description: malt, wheat, hop, water, coriander, dried orange peel, yeast
ABV (Alcohol percentage by Volume): 5 %
