The brands that succeed will be those with the clearest understanding of who they are, what they stand for and how to express that consistently over time, explains Ed Hayes, chief strategy officer at Bloom
Walk into the beer aisle of any major supermarket today and you’ll find yourself surrounded by premium European lagers. Established names such as Birra Moretti, San Miguel, Estrella, and Peroni, sit alongside newer challengers, all trying to win space in one of the UK’s biggest beer categories.
At the same time, people are drinking less and consumers are becoming more discerning about the beers they choose, particularly as the cost-of-living continues to burden household incomes. In 2025 lager sales were down by 39.9 million litres, with brewery closures averaging almost three per week.
The volume loss has hit big name brands, with Budweiser, San Miguel and Carling recording some of the biggest losses last year, demonstrating just how increasingly competitive the market has become.
Yet, there are some success stories: within two years of launching in the UK in April 2023, Cruzcampo accounted for 20% of the UK premium lager segment by volume, with sales increasing year on year.
Even multinational drinks companies can struggle to launch successful lagers. Guinness’ Hop House 13, introduced in 2015 to capitalise on the craft beer boom, was discontinued six years later after failing to establish a clear position in the market.
“Whether inspiration comes from a place, a community, a founder’s perspective or a cultural influence, the more ownable the story, the easier it becomes for people to remember what makes the brand different.”
Ed Hayes, Bloom
What helped Cruzcampo was understanding that, in an increasingly competitive European premium lager market, producing a good product is not enough. So, it invested in a distinctive brand identity, providing consumers with that crucial reason to choose Cruzcampo over another beer.
Producing a good product remains fundamental, alongside distribution, pricing and retailer support. But Cruzcampo shows how a distinctive brand strategy can also provide a commercial advantage in a crowded market.
So, what can others learn from it?
Find a story nobody else can tell
Provenance is one of the category’s strongest assets. But consumers don’t really buy stories, origins or even flavours – they buy occasions: moments to relax, connect, cut loose, pair with food, celebrate or reward themselves. As borders dissolve and tastes widen, brands must work harder to tell their stories in compelling and memorable ways. It’s no longer enough to be a Spanish, German or Italian beer, consumers are looking for something more distinctive.
Corona, who was named the world’s most valuable beer brand for a third time in a row this year, has built its brand around the “beach state of mind”, using everything from its clear bottle and lime wedge ritual to its advertising to reinforce a carefree, laid-back mindset.
At the same time, Birra Moretti L’Autentica has embraced the relaxed lifestyle of Tuscany – even creating Villa Morretto the brand’s own villa in the hills of the Italian region – leading it to become the best-selling draught lager in the UK in 2024.
For Cruzcampo that meant looking beyond Spain and focusing on Seville. The city gave the brand a more distinctive, ownable story and an occasion to target. Rather than competing within a generic idea of Spanishness, it draws on a particular place with its own culture, character and relaxed way of life. The idea is to transport UK drinkers to Andalucia and an unwinding moment at a local bar on a Seville street.
Whether inspiration comes from a place, a community, a founder’s perspective or a cultural influence, the more ownable the story, the easier it becomes for people to remember what makes the brand different.
Build a brand world
Strong identities are designed to scale. As brands grow, every new pack, campaign or product extension should feel recognisably part of the same family.
For example, Beavertown’s journey from craft brewery to national retail brand demonstrates how important it is to maintain consistency in a brands’ visual identity as it innovates. For Cruzcampo, this meant ensuring every design element – from its terracotta colour palette tiling to typography inspired by Seville street signs – was built around the core idea: ‘The Streets of Seville’. The visual identity and communications all drew on a vision of Andalusian life defined by warmth, spontaneity, sociability and long afternoons spent enjoying a moment of relaxation. Together, they create a distinctive set of brand codes that become easier to recognise over time.
Think beyond individual campaigns or packaging. Every touchpoint should reinforce the same brand idea.
Start with people
Building an effective brand identity starts with understanding people: what are they looking for, and what role can your brand play in their lives?
With Cruzcampo, research pointed to a similar emotional need, but through a different lens. Millennials were reaching a stage in life where moments of ‘me’ or ‘us’ time were becoming increasingly rare. Cruzcampo was built as a brand perfect for the “tardeo moment” – the time spent after work, with the sunset setting, when people deserve the reward of a refreshing, crafted, premium beer.
Brands must spend as much time understanding consumers as refining creative execution. Before discussing packaging, typography or campaigns, be clear about what people are seeking from your brand and why they should choose it over the alternatives available to them.
As competition increases, brand identity will become even more important.
Identity is a commercial asset: it helps people understand what a brand stands for and gives them a reason to choose it.
The brands that succeed will be those with the clearest understanding of who they are, what they stand for and how to express that consistently over time.
