Skoll : the new beer brand of Kronenbourg Brewery with a Scandinavian name.

Kronenbourg Brewery officially named "Brasseries Kronenbourg", launched in March 2013 a new type of beer for young adults: Skoll. 

 Introduction to the market of « trend » beers. 

It took eighteen months of development for the R & D of the group to develop its taste. Skoll, with a vodka and citrus-flavored, enhance the segment of "trends and premium" beers. This market is currently occupied by Desperados (3.7% of the French market by volume) and Corona. Skoll targets the young people from 20 to 30 years old, the generation who likes the taste of vodka and have a high purchasing power. This last point is important because the Skoll’s pack of three bottles of 33 cl costs 3,95 euros, which is an important budget for beer.
"The "trends" segment, the more expensive on beer market, is increasing by 10% in volume by year. To engage in it, we needed a new brand" says Olivier Dubost, marketing vice-president of Brasseries Kronenbourg. A rich segment which wasn’t exploited by the company until now.

Inspired by a "Scandinavian" universe
This new beer has a Scandinavian DNA, opposed to the « hot » countries of Desperados and Corona. That's why Brasserie Kronenbourg chosen Skoll as the name of the beer, which means "Cheers!" in the Northern countries.
The visual aspect was entrusted to Square Black, a creative agency. They created an universe inspired by Nordic countries: an ice blue packaging, a Scandinavian writing and Viking's helmet for logo.
Brasseries Kronenbourg also innovated on the bottles. Glasses bottles are provided with a pull-of-cap system.  Cans have also a patch indicating the freshness, which turns blue when the beer reaches the good temperature, below 5 °.

An objective of 500 000 new consumers.
Exclusively reserved to the French market at the launch, Brasseries Kronenbourg has then chosen to distribute Skoll in all stores and supermarkets  plus a selection of less than 3 000 trendy bars. The objectives: " 500 000 new consumers for the first year and a two-digit growth for the following years ", indicates Olivier Dubost.

This launch is strategic and audacious for Brasseries Kronenbourg. Indeed, for Skoll, they will have to get from a strategy based on volumes (which is the case for most of their other brands) to a strategy based on values.