What do you do when the competition becomes too numerous and market saturation looms? Belgian brewers are currently taking a hit, both at home and abroad. Exception to the rule: AB InBev. Their premium beers, led by Stella Artois, continue to do well in Europe. And that has everything to do with their belief in marketing.
In the past twenty years, the number of brewers in our country has nearly quadrupled, according to a report in De Standaard in early August. The result: in the year 2024, even the most famous beers no longer sell themselves. Not just because the supply has suddenly become very large. The market has also completely changed. Young people consume less alcohol than before and look for alternatives, such as non-alcoholic beers. In addition, beer prices have risen significantly, making consumers more price-conscious.
As a result, the small brands, but certainly also the largest brands in the Belgian beer kingdom, have to step up their game. For instance, Duvel recently opened the tap on discount promotions, which is quite atypical for the beer giant.
How do you best arm your brand against uncertain times? It all starts with clear and preferably unique brand positioning. What does your brand stand for? What can your target audience identify with at all times? If you, as a company, project a recognizable and widely supported vision, if you put forward—and keep putting forward—a strong brand story, then you’ve already taken the first important step toward becoming a relevant brand. A brand that isn’t pushed out of the market at the first sign of a downturn.
Stella Artois, for example, clearly positions itself in the European market as a premium beer. They consciously claim that quality status with, among other things, the green color of their bottle, which is intended to radiate an international character, and their chalice-shaped glass.
But more is needed than that. Without active storytelling, your brand won’t stay on everyone’s lips—or in this case, down their throats. After 14 years of relative marketing silence, the famous but increasingly dated slogan Mijn thuis is waar mijn Stella staat was replaced in 2021 by the more international-sounding The Life Artois, where enjoying life in the company of loved ones is central to the brand story. Even more recently, the campaign Da’s wie we zijn (That’s who we are) was launched in our country, highlighting the diverse faces behind two of their five Belgian breweries. An ode to the more than 2,800 quality guardians throughout all of AB InBev’s brewing processes.
No strong brand positioning exists without an authentic connection with your target audience(s). And experience is central to that. Many beer brands open their brewery to the public or showcase the family history behind their brand, like Omer. For other brands, the experience is linked to the product itself. Think of the iconic Duvel glass with the famous vortex after pouring.
Or a more recent example: with Thrive, a Belgian sports beer appeared on the market out of nowhere. Developed in collaboration with KU Leuven and specifically aimed at athletes. That (large) niche market was quick to listen to their brand story. Three-time Ironman world champion and recently a shareholder in Thrive, Jan Frodeno, is just one of many athletes who are more than happy to act as brand ambassadors. A great example of how brand and target audience seem to find each other in an authentic way.
Positioning and connection: check? How do you consolidate that solid foundation, even in more difficult economic times? The figures in De Standaard indicate that although AB InBev saw a decline in volume in China and the US, they experienced a 4.3% increase in Europe. With Stella Artois as one of the strongest performers.
One of the reasons behind this success is that Stella Artois continued to invest in the connection with their audience, while competitors tried other ways to boost sales.
For example, this spring Stella Artois enlisted none other than David Beckham to further strengthen Stella’s image as a premium beer. The accompanying message: A taste worth more for moments worth more. Moments close to friends and family. Their marketing team hit the nail on the head: Today, premium is more than just the price tag; brands must prove themselves to their customers on an emotional level. Through experience, that is. A tactic that currently seems to be paying off.
Although the quality of our golden heritage is beyond question, there are clearly challenging years ahead for our brewers. As marketing (and beer) lovers, we are watching with full attention the future efforts of our Belgian cultural ambassadors to position their brands in a sustainable way. At Expliciet, we are already raising a glass to their success!
Do you have questions about your brand positioning and are you looking for the right partner to optimally translate your company or product story for your target audience? Contact us for an introductory meeting, and we’ll be happy to invite you over.