Whilst in the supermarket at the weekend I couldn’t help but be drawn, as usual, to the beer section. Something caught my eye in the isle that stood out head and shoulders above the other bottles of beer, so much so I took a picture. Such a strong design with its distinctive mascot harking back to album covers my mother wouldn’t like. It struck me as a genius piece of branding when I thought about it, I mean what age group in the UK mostly drinks real ale? Iron Maiden were colossal in the early eighties so the brewer had really tapped directly into their most lucrative market with this not to mention the additional group of younger drinkers of real ale (I count myself here!).
Looking it up on the net shows there’s a dedicated website for Trooper complete with social networking and all the usual things we’ve come to expect from a modern website.
[vimeo http://www.vimeo.com/61514884 w=400&h=300]
This just goes to show what good branding can do for a small to medium sized business. Robinsons are a brewer from the north west of England and they had to increase their production massively to cope with the demand for the new beer. This included an unprecedented 6 day week working week in their 175 year history.
What’s more astonishing is that Robinsons’ marketing director David Bremner told The Sun newspaper “We haven’t spent a single penny on advertising. This is history in the making for brewing.”.
A lesson in branding indeed. Marketing on a shoe string for the brewer, the band still write new material and so will get exposure to potential new fans and Morrisons supermarket stocks the beer UK wide on the back of strong international orders. To quote the website the Drinks Business;
Worldwide demand for Trooper beer has “stunned and delighted” Robinsons, a regional family brewer in the north-west of England, with orders coming in from Canada, Sweden, Belgium, Brazil, France, Germany, Czech Republic, Holland, Denmark, Switzerland, Slovenia, Poland, Finland, Bulgaria, Spain, South Africa, Australia, Taiwan and USA.
Obviously a lot of thought and work has gone into what’s happening here. Whoever decided they wanted to do this first, the band or the brewer (most likely the band) obviously knew the market potential of the venture but the main attention grabbing element is the label on the shelf in the supermarket. It is this that grabs peoples attention most, everything else just supports it.Craig Alderson.