Slight change..

From my last post I have had a slight change in direction. My previous idea was to focus on 9 spirit brands as the research would be good for my final campaign idea, although with further research it was proving to be quite difficult to find a spirit (vodka, gin etc.) with 9 well known brands to look at. This made me think about changing it to cider brands as there are loads to choose from. 

I went on Mintel and came across a report published in Feb 2012 about the cider industry, it was very useful in the selection process of my 9 brands. My 9 brands are:

• High End- Reckorderlig, Kopparberg, Stella Artois Cidre, Jacques
• Middle-Magners, Bulmers, Brothers
• Low- Strongbow, Frosty Jack's

This statement..

‘Cider has been the success story of the UK alcohol market over the past five years mainly due to its constant innovation which has ensured that it now attracts a high proportion of the key 18-24-year-old drinkers that eschewed it as old-fashioned just a decade ago. This has been to the detriment of lager in particular.’ Mintel, February 2012, Cider Report

Got me thinking my report would be very interesting if I focused on the promotion used by the cider brands over the 5 years which it has become more popular. 

The proposal is due in on 4th so the next step is finishing it and getting it approved, also to start researching more into each brand, brand history, product range etc.