The Indian beer and cider market is an absolute jungle, with well-established beer brands crushing the scene. Non-craft beer accounts for 98.8% of the market, leaving only 1.2% for craft beer, cider, and other alternatives combined*.
Cider, in particular, has barely made a dent in the market, leaving no elbow room for new players . Low consumer awareness, overwhelming preference for beer, and confusion between craft beer and cider are all factors that take the fizz out of new product adoption.
*2022 Euromonitor Report
By positioning beer as the ‘been there done that’ option, we inspired our audience to view L74 cider as a cooler, yummier, more refreshing alternative. An upgrade. Not just a change.
The proposition - Explore a new ‘cider’ you, creatively articulated as Trip Different, encourages consumers to embrace new experiences. This approach made the unexplored world of L74 cider feel fun, cool, and different, capturing the product’s vibrant, bubbly personality, and superior taste.
Here’s how we brought our strategic solution to life through the creative campaign for L74.
L74 Cider is crafted for dreamers and explorers who crave a refreshingly different trip down to the last drop.
