WARSTEINER CASE STUDY
FOCUSING MARKETING ON CORE TARGET MARKETS
SITUATION
When we started working with Warsteiner, it was a distant third in the German Imported Beer category in the U.S. They didn’t have the luxury of spending at the same levels as the top two brands: Beck’s and St. Pauli Girl.
SOLUTION
Working hand-in-hand with their executives and field sales, we developed and executed a marketing plan that focused on key markets where they were able to control route to market, build ownable events, maximize local promotions tied to those events, and provide a completely integrated program.
RESULTS
Warsteiner grew faster than the import category, and significantly faster than the leading German beers. In fact, by the end of 2004, they had almost closed the gap with #2 St. Pauli Girl.
