ÅRE BRYGGERI
Åre Bryggeri (Åre Brewery) was launched by the
agency itself as a marketing case study. The purpose was
to provide examples, using clear positioning and
differentiation, of how to build a strong brand.
Brewing under sub-licence avoids the
need for costly production facilities, allowing more
investment in creative marketing.
Åre Bryggeri was the first
Swedish brewery in 53 years to be licensed to brew and
sell high-alcohol beer.
This prompted a structural change that
led to the establishment of a number of small breweries.
The business idea was to launch the
brand in the popular Åre resort area, to reach
vacationing Stockholmers — strong in spending power.
SUMMARY
Hummel brand beer soon had a sales volume worth SEK 12 m
per year, with most product selling through Systembolaget
(state liquor retail monopoly) in the Stockholm region.
According to market research by Temo of
brands connected to the Åre resort region, Hummel
had 37 % spontaneous recall less than two years after
launch. The figures were far better than for major
competitors.
A new brand had found its end-users.
