E-Malt.com News article: 2196

Brazilian company, Cervejarias Kaiser Brazil, S.A. ("Kaiser"), a subsidiary of Molson Inc., has kicked off the Brazilian Carnaval season with the launch of its newly redeveloped Kaiser beer, the flagship product in its beer portfolio. The new premium beer is the result of several months of research done throughout Brazil to determine what Brazilians look for in their beer. "Kaiser's new flavour is the first beer conceived 100% by Brazilian beer drinkers, and it reflects their opinions and personal taste preferences," explained Robert Coallier, President and CEO of Cervejarias Kaiser. "To determine the perfect Brazilian beer, Kaiser mandated an extensive survey throughout the country to determine what consumers preferred in their beer. Our brew masters then had all the important data to tailor-make a beer that is completely aligned with Brazilian beer drinker preferences. Kaiser New Flavour is not only unique by design, it has the taste to please and has all the reasons to be a source of pride for Brazilians!" he added.

Cervejarias Kaiser worked with Datafolha, one of Brazil's most credible research firms, to execute the largest research ever done in Brazil for the beverage industry. The survey was done in over 130 cities from the north to south and east to west. The conclusions of the research are reflected in Kaiser's new beer: a smoother and easier-drinking lager, a perfect beer for Brazilians.

This new launch has mobilized and enthused Cervejarias Kaiser employees, as well as the brewer's partners, the Coca-Cola bottlers, who view the new Kaiser beer as a catalyst for expanded sales and distribution efforts. "In our 2004 business planning meeting, everyone at Coca-Cola felt that Kaiser was a crucial partner for the success of our bottling system in Brazil. Now, I am more convinced than ever that this year will result in the solidification of the partnership between Coca-Cola and Kaiser, and we expect Kaiser New Flavour to be a very successful product," enthused Brian Smith, President of Coca-Cola Brazil.

The timing of the new Kaiser launch coincides with one of the most active social times of the year in Brazil - Carnaval - and the launch is supported by the first integrated - TV print and PR - campaign developed by W/Brazil, the leading advertising agency in Brazil. The campaign will feature six themed commercials in addition to a one-minute one, aired on national television, highlighting the results of the Kaiser/Datafolha survey.

Available throughout Brazil over the coming weeks, Kaiser New Flavour will build on its customary features: a redesigned but recognizable label and upgraded packaging.

Cervejarias Kaiser Brazil, S.A. is a subsidiary of Molson Inc., one of the world's largest brewers of quality beer with operations in Canada, Brazil and the United States. A global brewer with $3.5 billion in gross annual sales, Molson traces its roots back to 1786 making it North America's oldest beer brand. Committed to brewing excellence, Molson combines the finest natural ingredients with the highest standards of quality to produce an award-winning portfolio of beers including Molson Canadian, Molson Export, Molson Dry, Rickard's, Marca Bavaria, Kaiser and Bavaria.


18 February, 2004