Market Analyze

CRISTAL ALKEN
Brewed by: Alken-Maes
Style: Pale Lager
Locate: Alken Belgium

María Geronico Berdaguer
HISTORY
In 1928 the brewery of Alken, in Limburg, launches a bottom-fermented beer. A revolution in the Belgian’s beer history. Since then Cristal is the symbol for the pure lager.
Is the first pilsner beer created in Belgium, in May 1928 by Joseph and Edouard Indekeu Boes. This beer wasrevolutionary, because in that moment Belgian brewers were still unable to produce beer of low fermentation. The brand became the most famous pilsner Limburg but also far beyond distributed.
In 1988 Maes and Alken merge to form Brouwerijen Alken-Maes and in 2000 Scottish & Newcastle acquires the company Alken-Maes, but while doing so, Alken-Maes does not lose sight of its commitments toits partners, employees and the community.
In 1989, the brewery won the London´s Gold Medal for the Quality and for the 80th anniversary in 2008 they launched Cristal 1928, Brewed in the style of the original pilsner, with 5,8% of graduation.

Mission
“Beer brewed carefully, how wisely”
Cristal Alken has a unique origin. They prepare the beer with a mix of passion and long experience,knowledge and professionalism.
Vision
They have a social responsibility. They care about the consume of alcohol, so in their policy they promote responsible consumption focuses on four different areas:
1. Alcohol consumption by our own employees
2. Responsible commercial communication
3. Promoting responsibility
4. Engaging in partnerships that tackle alcohol abuse and misuse
ValuesTheir brands should be solid, profitable, and produced with the highest care for people and environment. They focus on green brewery and respecting their baseline ‘Brewing a Better Future’.
Their commitment to a highly-motivated, well-trained, loyal, healthy and diverse staff working to high standards of integrity.
Mutually-rewarding, sustained and ethical relationships with suppliers, based on trust andshared commitment to high standards of service.
Lasting business relationships with customers, guests and consumers based on integrity, quality and good value.
Acting as a good corporate citizen in their relationships with government and the wider community, and in our responsibility to the environment.
In our own sector, acting responsibly in the way they market their products and by supportingindustry initiatives to promote sensible drinking.
Protecting shareholders’ interests, providing shareholders with accurate information in a responsible manner, meeting all legal obligations, and Stock Exchange regulations and codes.

MARKETING MIX

1.Product
Cristal is an A-Brand beer original from Limburg, but sells all over Belgium. Even though, is not leader in the markets of pilsner,because there are other brands like Stella Artois that is more known all over the world, or Jupiler, that is more reclaimed in the Belgium market.
Cristal is not a necessary product. So, as all the beers, nobody has to buy beers, and because of that they have to focus more in marketing and communication strategies to sell the product.

The experts say about its flavour: Cristal tastes at firstalmost like spring water; then comes a clean bit of hop bitterness; and a crisp, finish. It is a beautifully refreshing beer, lightly cleansing on the palate, with the appetising dryness that define the Pilsener style. Cristal pours with a very creamy head, leaving excellent lacing. Serve it lightly chilled as though it were a good Chardonnay.
It has 4,80% vol. of alcohol, it’s best served at 3 – 5ºC in a straight glass and to follow with the Belgium spirit, great served with French fries and mussels. In 2008, because of the 80th anniversary they launched the new Cristal 1928. This had 5,8% vol. of alcohol, the bottle was a little bit different, 33cl. with the logo more little and the year “1928” in white and big type. This last beer was classified as a Premium beer.

The most common...