Execution

Export Dry was New Zealand’s first premium Dry beer, but it has been in steep decline over the past decade. We needed to turn Export Dry’s fortunes around and reposition it as a credible premium beer for young guys. Research showed that our target market didn’t like wine, but occasionally drank it because of societal pressures (e.g.) at weddings, work functions, dinner parties, restaurants etc. Even premium beers struggle to make it to the dinner table. So we positioned Export Dry as the beer that saves men from wine. We took the fight to wine in its own environments. We created our own brand of wine called, ‘You Don’t Have To Do This’. The bottles, looked like a sophisticated European wine, including customary gold foil and a picture of a chateau. However, the copy on the back told guys browsing for wine that they were making a mistake and not to buy wine, but to get Export Dry instead, as beer was what they really wanted.