SPREADING ITS WINGS

THE CHALLENGE

For the last 13 years, Tui has been a problem child for DB Breweries.

And while that idea might bring to mind complaint-generating ‘Yeah Right’ billboards, the problem was in its sales.

Though Tui holds the highest brand equity for any New Zealand beer brand, market-leading saliency and the highest rate of spontaneous awareness, this brand health success wasn’t transitioning into brand sales, as its volume has declined ahead of the mainstream beer category.

To combat that, it had launched seven previous beer innovations with significant marketing investments that had failed to