One beer brand on its mission to build a ‘brand palette’
Jubel has rebranded to dial up its “cut through” asset, while aiming to create a brand palette focused on delivering “flexible” consistency.
Distinctiveness and distinctive assets are craved by most brands. A consumer being able to recognise your brand is incredibly important for success. Indeed, Marketing Week columnist and Mini MBA professor Mark Ritson has called distinctiveness marketers’ “main challenge”.
As a relatively new player, beer brand Jubel is aspiring to create a broader “brand world”, with multiple distinctive assets to enable “flexibility” as it grows.
Growth is firmly on the agenda. In the year ending 20 April 2024, Jubel’s value in the grocery segment grew 116% versus the same period last year, according to data from Nielsen IQ. In pubs and bars, the company achieved a similarly impressive rate of growth, with revenues up 101%.
