How tempting and how risky is it to launch such an idea on a market as competitive as the beer market?
We have a team of young and highly motivated people and we love what we do. How could it not be tempting to launch a new brand? If you work in marketing and you are not tempted, then what could possibly tempt you? How could it not be tempting to launch a premium beer? This segment is attractive by its very defining traits. Finally – and here’s where the risky part comes in – how could it not be tempting to launch a beer for women? Who has directly targeted women so far on the beer market? From our point of view, we created a product that women can finally enjoy, without, however, neglecting our male public. When URUS Breweries decided to launch REDD’s, did you feel this was a future market direction and you decided to get ahead of the competition or did you want to be a trendsetter? We felt that the beer market was ripe for a new challenge, namely flavoured beers. But we mostly wanted to give our consumer an option, the chance to choose a new type of beer. I believe that anyone wants,
