Tesco named brand most associated with Brexit after Heineken spat

31 March, 2017

Tesco has been named the brand most associated with Brexit in the wake of a feud with Heineken that saw the supermarket delist 22 of its SKUs.

The drinks industry’s own Marmitegate has seen Heineken given a bloody nose over plans to raise its prices after Brexit hit exchange rates.

Tesco has de-listed Heineken beers Amstel, Sol, Tiger Beer and Kingfisher, among others.

It has also axed the hugely successful 10-packs of Strongbow Dark Fruit, which is arguably the UK drinks industry’s most successful launch in recent years, and replaced it with Carling cider, a brand that had previously been tanking.

Marketing tech company Amobee has captured data from social media platforms, articles on websites and comment streams and devised a top 20 ranking of the brands most associated with Brexit.

Tesco, which had a feud with Unilever over brands including Marmite in the wake iof the Brexit vote, came top, ahead of Marmite, HSBC, Cadbury and Toblerone.

Marketing tech company Amobee drew up the Top 20 ranking using its Brand Intelligence tool, which captures data from sources including social media platforms, articles on websites and comment streams, creating a top five also including Marmite, HSBC, Cadbury and Toblerone.

The data covered December 2016 to March 28, 2017.

David Barker, Amobee managing director, said: “With Brexit approaching, the data shows that UK audiences are most anxious about prices rising around such low margin items as food.

“Price point is more relevant than ever to consumers and with consumer packed goods brands already getting squeezed, ROI is going to become increasingly important around digital advertising.”

A Tesco spokesperson said: “We frequently review our ranges to ensure they meet the needs of customers. We continue to offer customers a great range of beer, lager and cider.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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