You can’t hope to capture a strong position in the over-saturated beer market simply by following your instinct. In order to gain an insight into the market and Cristal’s USPs we organised a detailed strategic process
. We had a critical ear, ran branding workshops, monitored trends & developments, carried out market research and analysed the results.
During the project certain conclusions became 'Cristal'-clear. For example, a conscious decision was made to give the Pils a crafty feel. In this way the beer can also benefit from the emergence of craft beers whilst also holding on to its reputation as a real, aromatised Pils.