In November 2008, SAB Miller launched the new colourful and striking brand presentation of Brutal Fruit created by Claessens|Cartils.
Through the development of a unique and a dynamic label style, Brutal Fruit gained appeal for the trendy, fun loving, vibrant and energetic social female consumers. The new design is perceived as fun and innovative, highlighting the premium image of the product. Since 2002 Brutal fruit is available in the South African Spirit Cooler market, which is characterized by fierce competition and rapid evolution.
The mix of fruit juice and 4,5% alcohol was introduced to meet the needs of the dynamic consumer and to tap into the growth of the fruit alcoholic beverage segment. With the new design, which includes all five flavours, Brutal Fruit should be able to in strengthen its position for the coming years.
Following the global trend of premiumisation in beer, the South African Breweries Ltd announces the introduction of Blakes & Doyle, a new premium apple ale in the flavoured alcoholic beverages sector. The brand presentation was developed by Claessens Product Consultants from Amsterdam. The premium brand positioning of Blakes & Doyle has been translated into a design which communicates masculine, beerish brand values but can not be confused with the beer category.
The new brand is an exciting new entry for SAB, rounding out the brewer’s apple ale portfolio. “We have listened to what our consumers want – deliciously dry apple ale which appeals to both male and female consumers at the premium end of this market. We believe we’ve achieved a simply perfect brand for this category through Blakes & Doyle,” Ian Penhale, SAB’s Marketing Director concludes.
