Kronenbourg steps up its premium positioning

Norwegian manager Anders Roed, who took over as head of Kronenbourg SAS, was faced with many questions. In the current difficult environment for brewers, with an estimated global drop in volumes of almost 5% by 2022, Kronenbourg is striving to remain competitive, as demonstrated by its leader’s programme and forthcoming actions.

The change of identity begins with the company’s name: “Adding an ‘s’ to Brasseries reflects the desire to emphasise a business model based on partnership and open to diversity. And by keeping the name Kronenbourg, the brewery is sealing its indestructible link with Alsace, its land of origin”, explains the manager. As for the logo, blue has replaced red to underline the French aspect of the company, while the design has become more streamlined, adopting a modern style.