I think you already know that Redds is a beer specialy created for women. Oh, you didn’t? Ah, yeah I remember, their last TV commercial didn’t say that very clear. As I was saying back then people might get confused and this is not a very good positioning statement to use. I wasn’t the only guy to blow the horn and I think the market showed our point also. I am not saying that Redds is not a succesfull product. Oh but it is! Only that its succes is not on the desired core target. Although it is a beer for women, men drink it more and are willing to replace full flavour beers with this lemon beer which is not bad at all. This is why Ursus Breweries decides to communicate its positioning statement once more, only this time more focused and crystal clear. Women, women, women!
You’ll probably wonder why is the fact that men drink this beer wrong. After all Redds has a larger market share. Weeeeeell, ain’t that cute? But it’s WROOOOONG! Why is it wrong? Simple. Because men will not increase their usage rate and this means that traditional market segments will reduce with the exact percent that Redds increseas. And since, Redds is not a premium or super-premium beer this means less money in the bank for the producer. Ursus needs to win back the men so the first step is done. Redds is a beer for women so let then enjoy it. I am waiting for the next step.