Export Dry is New Zealand’s original premium dry beer. But over the past decade the premium beer category has exploded, pushing the once popular Export Dry into obscurity.
We needed to position Export Dry as the premium beer of choice for 18-25 year old males. Research showed that our target market didn’t like wine, but on occasions drunk it to fit in i.e at weddings, work functions, dinner parties, restaurants etc. So we positioned Export Dry as the beer that saves men from wine.
Everywhere wine was, we were there to convince men to get an Export Dry instead.