Patagonia, la nueva línea de cervezas de especialidad de Austral / Patagonia, Austral's new line of specialty beers

dc.contributor.author	Liquid Latam
dc.contributor.author	Montegú, Cristián
dc.date.accessioned	2022-01-10T18:37:03Z
dc.date.available	2022-01-10T18:37:03Z
dc.date.issued	2021
dc.description.abstract	The commercial challenge was to enter a subcategory unexplored by Austral until now, the southernmost breweryin the world founded in 1896 in Patagonia by The German José Fisher. While Austral was a well-positioned brand,we had to enter a specialty segment and do it with a new format (470cc can). To do this we took the current attributes of Austral, to transfer and enhance them in this new subcategory. Thus, “variety”, “origin”and “coolness”, migrated to “Unique intensities of flavor”,“life connected with nature” and “authenticity, experimental and mythical”, respectively, in order to position it in a highly competitive category and with well-characterized users.	es
dc.identifier.citation	Base, Diseño e Innovación, 2021, Vol.6, N°5, pp.168-171	es
dc.identifier.uri	http://hdl.handle.net/11447/5391
dc.language.iso	en	es
dc.publisher	Universidad del Desarrollo. Facultad de Diseño	es
dc.subject	Cervecería Austral	es
dc.subject	Marca	es
dc.subject	Branding	es
dc.subject	Cervezas	es
dc.title	Patagonia, la nueva línea de cervezas de especialidad de Austral / Patagonia, Austral's new line of specialty beers	es
dc.title.alternative	Patagonia, Austral's new line of specialty beers	es
dc.type	Article	es
dcterms.source	Base Diseño e Innovación	es

Files

Now showing 1 - 1 of 1

Now showing 1 - 1 of 1