Brasseries Kronenbourg: 1664

Résumé du document

We have chosen the beer 1664 because it is the most famous beer of the brand Kronenbourg, which is the leader of the French beers market. Kronenbourg is an international company which offers lagers, white and amber beers to brown ale, as well as non-alcoholic beer, shandies and cider. Brasseries Kronenbourg is the leader of the French market with 40% of the market shares and with over 8.5 million hectolitres per year.Kronenbourg is active in every segment throughout the country and it realises a net annual sales of 850 millions euros. Nearly 70% of sales are in the off-trade sector (shops and supermarket) and 30% in on-trade (cafés, bars, pubs). Moreover, 5% of sales are exported. The two production sites, Obernai (capacity 6Mhl) and Champigneulles (3 Mhl), employ 1,900 persons.

Extraits

[...] Pallets need to be regularly checked to make sure they are not damaged in any way. They can be placed directly in supermarkets, as it is often the case with the 26-pack. Palettes are packed so the consumer can immediately pick out his or her favourite brand. The pack The pack is designed to hold and protect the bottles and to give the consumer details on the beer's characteristics and organoleptic properties. Closed packs also provide full protection against the light. [...]

[...] Brasseries Kronenbourg has developed different kinds of packaging over the years, all doing the job of protecting the beer and informing the consumer. Glass Glass is the material most commonly used for beer as it doesn't react with the contents in any way and is fully recyclable. The bottles they use are made 60% with recycled glass. Glass is such a versatile material and they have come out with a number of highly attractive designs for the bottles. The slimline 1664 bottle, for example, first appeared in 1994 and won a packaging oscar for its design, featuring the brand's four numbers engraved at the bottom of the bottle. [...]

[...] Kronenbourg 1664 has been sold in Great Britain, Swiss, Canada, the United States and in Russia since 2005. The positioning is the same in all the countries. United Kingdom In United Kingdom, the ranks second in the sales of premium beers. Russia In Russia the 1664 is produced in St-Petersbourg The product range The 1664 product range is organized by hops (plant) or malts (cereal) traditional beer Made with selected malts and exclusive yeast, this darkish beer with golden highlights has an aromatic hoppiness and a subtle bitterness that comes from a long maturation in the cellars. [...]

[...] Brasseries Kronenbourg has tailored pack format to the needs of supermarkets and consumers. Their beer is available in packs holding between 6 and 26 units. Recent developments include the 6x33cl pack for the 1664 engraved bottles and 6-packs of Akrobate 25 and 33cl bottles by Starck A new generation of bottles has been created by the designer Philippe Starck. A bottle, a glass and a can permit to show the attractiveness of the beer 1664. The designer has decided to work on the gesture in order to have consumption more smart. [...]

[...] "The site is made for consumer. If he wants to know more about the brand, he will demand it. Kronenbourg doesn't want to overwhelm the consumer by too much mails", explains Romain Dumas, Product Manager of 1664. The brand does not want to make advertising on Internet for the moment, but the address will be present on the following billsticking campaigns. Its target is to modify the beer image which drives bad clichés. 1664.com is going to go on and could be, in the future, one of the communication way privilegied of the brand. [...]