#123 | Find the right audience for your beer

How do you market your beers? How do you ensure that the people you think will enjoy them most are aware they exist? And also, how do you go about creating new fans altogether? 

To answer those questions, we invited today’s guest to help us out. Because recently, they had a new lager to bring to market and incorporated a range of tools to ensure it hit their desired audience.

Verity Phillips is the Media Lead at Asahi UK, working across a portfolio of premium brands including Peroni Nastro Azzurro, Asahi Super Dry, London Pride and Cornish Orchards, to name a few. 

She is responsible for the media strategy within the marketing team: anything from social media to radio to TV. Verity has helped the Asahi brands reach a broader lager drinking audience in the UK whilst maintaining their premium position in the category.

And this year, Verity has been involved in the launch of Peroni Nastro Azzurro Stile Capri, an easy-drinking beer inspired by the refreshing taste and scent of the Mediterranean.

In this episode, recorded live at our Brewers Congress event in October, she talks us through the launch of Peroni Stile Capri to the UK market, and how Asahi UK used media to target 18-34 lager drinkers.

She explains how younger consumers have become increasingly difficult to reach through traditional media channels thanks to a changing landscape in the last 8 to 10 years. 

With that in mind, the business adopted a range of media opportunities such as dynamic out of home advertising, sampling campaigns and more.  

As a result, 97% of Lager Drinkers aged 18-35 said they has seen the company’s Peroni Stile Capri advertising at least once, and 88% on them at least three times.