SKOL International

1
Skol Brand Manual 2013
Summary
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2
3
4
5
6
7
8
9
10 11 12 INTRODUCTION
BRAND IDENTITY
PACKAGING
ADVERTISING
MARKETING RESEARCH STANDARDS
PROMOTIONS
WEB
EXTENSIONS
TECHNICAL
BEER TASTING
POS ITEMS
BAR CODES
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Skol
S kol Br a nd M an u al
SKOL is a successful beer brand, whose product quality and style of presentation has
achieved success in each of the continents.
In order to achieve both of these objectives the
SKOL PAN-AFRICAN BRAND MANUAL has
been developed for 2 main reasons:
Selling over 45.000.000 hectoliters internationally makes SKOL one of the TOP 5 beer brands
in the world.
- To help you to position and present SKOL in
the best way in your market to build on both
the brand’s qualities, and on the knowledge
built up in developing the brand in many countries over the years.
Skol International Development Limited (SIDL)
wants to help to increase that volume throughout Africa in every way possible.
-
Helping brewers and distributors in those
countries where SKOL is currently sold TO
SELL MORE
-T
o help SKOL through keeping a consistent
image throughout Africa.
-H
elping launching SKOL in NEW COUNTRIES
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Skol
S kol Br a nd M an u el
The Manual offers assistance rather than strict
discipline. We realize that the consumers, the
trade situation, and competitive brands will all
present a very different market-place for SKOL
from country to country. The manual is therefore as flexible as possible.
But while every other aspect of the market
may be different in each country, it is vital the
SKOL lager remains as consistent as possible in
product quality and brand image.
In this Manual therefore, we try to bring together the common elements of SKOL. By
maintaining a common identity for the brand
we will be able to build on the brands past success towards an even more successful future.
The objectives for a consistent presentation of
SKOL are as follows:
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To capitalize on SKOL’s status, image and
availability in each country.
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To give those strengths an added stature
through building on SKOL’s international presence and image.
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To encourage the profitable expansion of
SKOL’s sales in both new and existing markets- an expansion from which licensees or
distributors can all benefit.
© No copy of this manual can be made
without the specific approval of SDA.Ltd
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INTRODUCTION 1
SKOL INTRODUCTION 1
Skol Introduction
Hi stor y of S kol
SKOL - OR IG IN OF T HE WOR D
Back in the Middle ages, Vikings where roaming
Europe. From Lindisfarne to France, it didn’t
matter. For about 500 years the boogeyman
would check his closet before he went to bed
to make sure no Vikings where in it.
In battle Vikings would urge each other
forward by yelling “SKOL”. By doing so they
were telling each other to keep up, so they
could celebrate at night.
So, SKOL has evolved from a battle cry of
At the end of a battle, Viking warriors would warriors to a common salutation or toast to
decapitate the leader of the people they had friends, which in a way, it always was.
just vanquished and that night would drink
from his skull, spelled “SKOL”, as a sign of And if just a myth, this story sounds a lot
better than any other one.
respect.
“SKOL”, the real “Cheers”!
1.6
Skol Introduction
T h e Conc e pt of a World Bran d
Several decades ago an international alliance
was formed by four international brewing
companies, SKOL International Limited,
whose aims were to provide a worldwide
service in technical and marketing fields for
the promotion of SKOL International beer.
Since 1960, leading brewers in many different
countries were licensed to brew SKOL
International to a standard formula, brewing
to perfection using only the best natural
ingredients: pure water, a unique blend of
hops and barley malt that provide a refreshing
and extra smooth taste. The consistent quality
and character of SKOL International beer led
to its increasing popularity to currently rank
amongst the Top 5 beer brands by volumes in
the world.
The rights of SKOL are till today shared
amongst 3 brewery groups in the world,
including AB-Inbev for Latin America, Unibra
for Africa, and Carlsberg for the other
continents.
hol :
“Here’s to alco
nd solution
the cause of, a
roblems.”
to all of life’s p
1987
,
Homer Simpson
See website http://www.unibra.be/historique
1.7
Skol Introduction
Hi stor y of S kol
Today UNIBRA is represented in 6 African
countries :
-M
adagascar (partnership with Phoenix
Breweries)
- Rwanda (Unibra owned)
- Burundi (Through Rwanda affiliate)
- DR Congo (License agreement with Castel )
-
Guinee Conakry (License agreement with
Castel )
- Angola (License agreement with Castel )
- Sierra Leone
Unibra is constantly looking to extend the
coverage of the African territory.
See website http://www.unibra.be/presentation
1.8