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  • Korev

Launching Cornish Lager with Soul

Client: St Austell Brewery
Brand: Korev

 

Change

We’ve been working with St Austell Brewery for a number of years and in 2009 we facilitated a strategy and NPD day where, amongst other initiatives, the Brewery decided to brew their first ever lager. Lager remains the biggest-selling beer sector and taking even a small share of the market could provide significant sales growth. In a market of foreign products, Cornish origins gave a highly positive, on-trend provenance to build on. Although brewing lager made sound business sense, it was a radical step for the 160-year old brewery and demanded significant changes in production, sales and marketing. We worked with the Brewery team right from the start to take the lager from a concept through to its launch into bars and pubs.

Capability

The lager would be brewed to be authentic, best quality European pilsner in style but we wanted to position it as distinctly and definitely Cornish to fit with the Brewery’s heritage and stand out from the continental beers it would be competing with. We generated a wide range of potential names but settled on Korev: it’s the Cornish language word for ‘beer’ so fitted brilliantly with the lager’s Cornish roots but also had great salience and curiosity value.  We developed a range of packaging designs that communicated different expressions of Korev’s Cornish origins and took the concept and into qualitative research. Consumers were intrigued by the idea of Cornish lager and welcomed it as something special and interesting so we knew we had a potential hit on our hands.

In the final packaging design we signalled Korev’s unique roots using an inviting beach scene and the Cornish shield. The main label shape echoed the shield and we made the brand name and Cornish Lager description prominent.

Client Benefit

Korev was launched in summer 2010 with little advertising support and has become the Brewery’s second biggest selling product, behind all-conquering Tribute Ale. The original bottled lager proved so successful that within a year the Brewery launched it on draught and Korev sales are now so strong that in summer 2012 production could not keep up with demand.

 

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