In an interview, the executive talks about the importance of harmonization for building brand value and tells about the next steps
A standout among craft beers, Baden Baden, from the Heineken Group, has a strategy to participate in new consumption occasions, reinforcing the brand’s presence in people’s lives. To this end, it intends to continue expanding its portfolio, investing in new technologies and seeking impactful connections.
“We believe that when you look at things in a new way, as you’ve never seen before, you can elevate moments and live incredible experiences wherever you are”, says Lucas Pires, marketing manager of the Heineken group. Currently, the brand is aimed at people between 25 and 35 years old, class A, ‘cool’ and craft beer lovers, defines the executive.
In an exclusive interview with PROPMARK, he talks about the importance of harmonizing to work with different labels, the consumer profile and how they work to expand the brand, maintaining the traditions and roots of the beer that was born in the city of Campos de Jordo, in the interior of São Paulo.
How does Baden Baden want to be seen by the market and what does the brand do to get the message across correctly?
We want Baden to remain a share of heart and share of mind brand, that is, present in the hearts and minds of our customers. We want that when they think of beer, they think of Baden Baden as the beer that had the best moments of their lives. We work thinking about the occasion of consumption and energy. When do our customers prefer to take Baden? And what energy is used in this consumption? We understand that Baden is a beer that harmonizes with home, friends, relaxed moments and good food. Harmonizations are light, easy and avoid the cliché, but they do not lose the sophistication and energy of receiving. We intend to continue innovating with new beers in our portfolio, investing in the technology of our products, but without losing our tradition and concern for nature.
Who is the consumer of Baden Baden?
Our consumers are people from 25 to 35 years old, class A, hipsters, lovers of craft beer. Through research we understand that our public likes to enjoy life, whether in the company of friends or alone, who love to take risks and live the new, the unknown, but without ceasing to appreciate the simple things of life and everyday life, such as a happy hour after work any day of the week, an occasion at home with friends or a barbecue with the family. There is no rule to enjoy a good Baden Baden and our consumers understand that.
How is brand marketing structured?
Our marketing works to transform ordinary moments into special moments through our beer. We believe that when you look at things in a new way, like you’ve never seen them before, you can elevate moments and live amazing experiences wherever you are. Baden Baden was a pioneer in creating quality craft beers and continues to innovate to surprise and transform these ordinary moments into special ones.
Gastronomy has become one of the main pillars in the beverage market. How does Baden Baden see the potential to promote beer pairing experiences? Is there a trend towards ‘premiumisation’ of category consumption?
Harmonization is very important for us. We even developed the Do Vinho a Cerveja project, where sommelier Brbara Soares gave basic harmonizing tips, in addition to showing the best way to harmonize each of our labels. It was a fundamental campaign to consolidate our image.
How does Baden Baden want to continue to stand out among Brazilian specialty beers? Are there projects and planned launches?
As mentioned before, even with the expansion of the brand and portfolio, we place great importance on the quality of our beers and on the DNA of innovation, without losing our tradition. And we’re not just talking about the quality of the beer, but also about the experience we want to provide to consumers. We believe that paying attention to what our consumers like is one of the secrets. For this to work, we always do a lot of research and testing so that – when a product comes out – it pleases. Our brand always wants to be in front of a need, anticipating it, so we think about what works as a whole, from the product presentation to the possibility of harmonization.
The brand originates in Campos do Jordo. In addition to the factory and seasonal proprietary experiences, Baden Baden invests in the region, supporting projects and developing actions to protect the city?
We are very proud to announce that we are developing a project that aims to protect and regenerate 250 hectares of the Araucria forest in 5 years, through the Payment of Environmental Services (PSA). Preserving the origins is part of the brand’s DNA, just as the Araucrias are part of Campos do Jordo’s DNA. The brand invests in the preservation of one of the few native forests of Araucria in the Serra da Mantiqueira region.
The winter period is a very strategic period for Baden Baden, right? What actions were developed this year and how does this selection work? And how do you make the other seasons and seasonal dates strategic periods too?
Right! Winter and Campos do Jordo are two of our brand’s main platforms. This year we had the second edition of Campos Como Never. The experience was lived in a customized motorhome and the program included a tour of the Baden Baden Brewery, gastronomic experiences, Open Air Cinema, and even a moment to observe the stars, in one of the highest points of the city of Campos do Jordo, the Saint Claire farm. We had actions with strategic influencers who helped us to increase awareness of the campaign, such as Fernanda Paes Leme and the couple Yanna Lavigne and Bruno Gissoni.
What are Baden Baden’s main products? The brand has a history of launching exclusive limited labels. Are there new releases planned?
Baden Baden’s portfolio includes main styles and seasonal styles. Each one of them has individual identities, we like to highlight their personalities and highlight their particularities, each protagonist in its own style. Baden Baden Cristal is a tasty, light and refreshing pilsen, with a floral hop aroma and a slight sweetness from the special malts. Baden Baden Witbier is an unfiltered wheat beer, light and refreshing, which balances citrus and spicy aromas reminiscent of orange and coriander seeds. Baden Baden Golden Ale is a sophisticated beer, with lightness and sweetness that translate into intense aromas and flavors of red fruits, cinnamon and spices. Baden Baden American IPA is a beer that balances the bitterness of the hop with the intense aroma and citrus flavor coming from the hops and the addition of passion fruit juice. In addition, we recently launched Baden Baden Peach, an unfiltered wheat beer, which presents delicate aromas and flavors of peach, providing an intense sensation of refreshment on the palate.
