And again, Jupiler is undisputedly the best in its category, for the 7th year in a row.
Jupiler goes back quite some years. It was brewed for the first time in 1966 in Jupille-sur-Meuse (hence the name), but despite the maturity of the brand, it is still going strong. It is the bestselling beer in Belgium, with around 40 percent share by volume. And that’s an achievement in itself, in the land of beer.
Going strong in a changing market
“The beer market has never been as interesting as it is now”, AB InBev’s sales director Benoit Bronckart said*. “The beer market has dropped in volume […] and the consumer has chosen to go for ‘fewer, but better’. We want to create value, but also achieve volume growth as well, which is why we will boost the frequency and short-term penetration. AB InBev has three growth areas in mind: product range, image and health.”
More diversity in the offer
Even though everybody knows the iconic bottle and ribbed glass with the red and black bull logo, the Jupiler product range is larger than that. Whereas the 5.2% pale lager is the standard, there is also Jupiler Blue (3.3%) and Jupiler 0.0% for non-alcoholic refreshment. And with Jupiler Blue lemon & lime, AB InBev added a 3.3% flavoured beer to its popular pilsner range. But consumers are also looking for diversity in the packaging, so Jupiler followed. Besides a choice between 25 cl, 33 cl and 75 cl bottles, and 33 cl and XL 50 cl cans, there are 4-packs, 6-packs, 8-packs, 12-packs and the traditional yellow crates of 24 bottles. Even 6L barrels are sold for home taps. With all these different sizes and varieties, the brand offers something for all occasions.
