Leffe
BEER COMPETING WITH WINES
AB InBev spotted an opportunity in the French market to increase sales by positioning beer in “the aperitif moment” and as a consequence competing directly with wines. As opposed to wineries, brewers have limited tradition and know-how on pairing food with their beers.
BEER AS AN APERITIF
The objective was to build a compelling story to power the French sales teams and to increase sales.
KEY QUESTIONS BY ABINBEV:
1. Strategy. What pairing principles should we apply and how to communicate these via our sales teams.
2. Inspiration. Create surprising novel appetizers for each Leffe beer in the portfolio.
3. Implementation. Which existing French appetizers are best suited to match the Leffe portfolio.
AB InBev found a partner in Foodpairing to solve several aspects of the challenge to help position their global flagship brand Leffe with food.
STRATEGY & PAIRING PRINCIPLES
CORE PRODUCT FLAVOR INSIGHTS
Core product flavor insights gives insights into the flavor profile of the client’s core products, more specifically aroma, intensity and complexity of their core product(s).
FOOD & DRINKS ACTIVATION
Recommends the best food and drink combinations using the FlavorID® to be used as part of activation strategies, enhancing the holistic consumer flavor experience.
INCREASE IN SALES
INCREASE IN SALES
The campaign proved to be very successful and resulted in:
25% increase in sales in France
3.5% gain of market-share in the aperitif moment vs wine.
Better products, faster!
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