Christmas Eve has become one of the most popular brands during the holidays, creating a category of seasonal beers, marketing strategy marketing to which Modelo later joined, with a beer for Christmas.
Given the reality that is lived, where the health contingency marked consumption and inflation has not let up, it is important to see the basics that a brand uses when executing a marketing strategy to move a product, as shared by Gisselle Villarreal, Senior Brand Manager from Bohemia in Heineken Mexico, in this interview with Merca2.0.
Merca2.0 – What does the consumer value in the category of special edition beers?
Gisselle Villarreal – In the case of Noche Buena, our consumers always appreciate that it is a beer with an extraordinary flavor, great body and the special aroma that only one beer style bock.
In addition to the flavor and characteristics of this beer, it has a story that supports it and that it has a reason to be consumed exclusively in this season and that is that the bock-style beer was brewed by the Germans for the advent festivities, and the friars who They prepared it and used it as food for their fasting days. Thanks to its alcoholic content, it helped warm their bodies in cold climates.
Since 1938, Noche Buena has been marketed in the winter season due to its history, its flavor and because it has become a benchmark that the year is about to end and the festivities are about to begin.
Merca2.0 – What elements did you consider in the pitch to choose the right design for the new Christmas Eve?
GV – Year after year, Mexicans wait the last few months to enjoy the favorite beer of the season par excellence, Noche Buena. Our commitment is to reach the Mexican table with an iconic flavor to enjoy meetings with loved ones, however, on this occasion we wanted to take advantage of our arrival since August to bring a new image that, when it reaches the hands of our consumers, will transport them to the best time of the year.
Taking all this into account, we focused on working on a bottle that had the most representative colors of the magic of this season. With red, green and gold standing out in the design, we want Mexicans to feel the excitement of knowing that we are about to finish another year.