Hartwall wants to offer the smaller packages that consumers want. In Finland, people usually enjoy their beer when going to the sauna, in front of the TV or with food. In these situations, a small package is the most handy one. At the same time, trying different beers and a rich beer culture is encouraged.
The Lapin Kulta and Karjala cans launched in September are packaged in six packs, which is the most desired package size according to the Shopper consumer survey commissioned by Hartwall.
Matti Ristola at Hartwall believes that small and medium-sized packages that answer consumer wishes will take over the market from specially priced beer cases and cans from opened cases, which have a total market share between 70 to 75 per cent due to special pricing.
The right package for the right situation
According to the Shopper survey, a large beer case is the most suitable package size only in one situation out of ten. Finnish people prefer to enjoy their beer when they go to the sauna, while watching TV or while eating food, when a medium-sized packaging or a single packaged beer would be the best alternative. The dominant position of beer cases have harmed consumers and the brewing industry as well as retail business.
“Price-conscious consumers have bought a case of beer that has a cheaper price per litre, even though they have not had a need for 24 cans. For some consumers, this has meant an unnecessary increase in consumption”, Ristola notes.
Advocating beer culture
The dominance of beer cases that represent light lager beers have made many people forget what a diverse and interesting beverage beer in fact is. Ristola reminds us that beer is a truly local beverage, as it is made from pure domestic ingredients.
“You do not necessarily try new sorts and brands of beer, if there is cheap beer left in the fridge. Smaller packages support responsible consumption and increase willingness to try new things. We want to build Finnish beer culture and create brands that consumers love”, says Ristola.
“Price has been too dominant a factor in consumer decision-making. We offer package sizes that consumers want and continue developing our brands and products, which means that their importance in becomes greater in choice situations.”
Small package, big change
The on-going package size project was planned last winter, when it was understood at Hartwall that it was the right time to start changing the beer market to make it more customer-oriented.
“First we studied changes and developments in the beer market over recent years. After that we studied consumers’ wishes and compared the results we received to our range of products. We noticed that we did not answer customer wishes in all areas”, says Sales Director Marko Airamaa.
“This has been a fantastic joint project, where we have not only needed sales and marketing expertise, but also competence in production, communication and financing.”
Hartwall’s high-quality, efficient chain of production showed true flexibility by changing packaging lines to suit smaller packages in a very short time.
Thanks to the project based on customer wishes, easily transported six packs of just the right size with two quality beers are now available on shop shelves.