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.
