Sagres Radler case study

: attracting non-beer consumers to the beer category

Abstract

Sagres Radler is an extension of one of the two top beer brands in Portugal: Sagres. Sagres Radler is a lighter and less bitter beer with lemon juice and has been very successful since its launch. However, Sagres Radler still has a challenge to overcome in order to reach its maximum potential: how to attract the non-beer drinkers and enable them to participate in the “beer drinking moments”? This dissertation attempts to answer that challenge. This dissertations’ methodology was divided in two parts. Firstly, an online survey was conducted to estimate the percentage of people who do not like beer. This survey was a starting point for the second part of the market research, the in-depth interviews. The in-depth interviews were composed only of consumer who did not like beer. This thesis gives an insight of the beer and flavored beer market in Portugal. Furthermore, this thesis also gives understandings regarding the profile of this specific consumer segment in analysis. Moreover, from the market research some conclusion were drawn regarding the actual and the potential positioning of Sagres Radler compared with Somersby. This brand despite of belonging to a different beverage category (ciders) is perceived as a direct competitor. Finally, based on the market research, some conclusions were also reached concerning Sagres Radler’s potential promotional strategy. Some suggestions are made not only regarding the communication channels but also the attributes to be communicated to better reach the non-beer consumers.

Date of Award	8 Jul 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)