Lac awards best execution off trade

APPLICATION FORM Award Category: Best instore execution off premise Program / Project:Mixability Name (Group or individual): Release Group Mkt, CMO, Sales Team Market / Cluster: Argentina-SouthLac Context: Rum has been growing constantly in Argentina since 2003 (CAGR 2005-09 was 13.1%) Rum market size is ~100K 9L cases (IWSR 09), where Imported Rum’s CAGR 05-09 was 16%. Premium Fernet, which is the biggest potential source of volume, sells ~1.9m 9L cases, According to IWSR Premium Fernet’s CAGR 05-09 was 21.2%. Premium Fernet accounts for 68% of the category. The category moves 60% in off-trade and 40% through on-trade.Both Ron and Fernet are drunk mainly mixed with Coke, in release occasions by LDA – 29 consumers… the Captain´s Morgan target Males 18-25 years old mainly drink Fernet cola. These consumers prioritise brands/categories that strongly communicate attitude/personality messages connected to their evolutive needs (like beer and Fernet). The target group’s main consumption takes place during the warm up occasion with friends, were and quot;
easy to makequot;
drink, the ABV quot;
controlquot;
through mixability, and a good value for money, are highly relevant. When tested with consumers, the Captain Morgan concept generated strong appeal among the younger group of male consumers due to relevant imagery promise [Caribbean, pirate, party, friends], and the esthetical / original design. ,[object Object]

Lac awards best execution off trade

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Lac awards best execution off trade