ZIMBABWE – SABMiller’s Zimbabwe unit will be unveiling new, state-of-the-art packaging material for Golden Pilsener to keep pace with the world beer packaging trends.
Delta Corporation (Delta), 38 percent owned by global brewing giant SABMiller, said the new packaging material will consist of the new pressure sensitive label on the 340ml non-returnable pack, refreshed labels for the 340ml and 660ml returnable bottles and the can packs.
The consumers of the brand have mainly been professionals and decision makers of discerning character from middle management to senior management levels.
Delta said these stakeholders have for a long time voiced the need to continuously premiumise the brand in line with their status and the image of the brand and world beer trends.
“As a company that values customers and consumers we listened to this call and hence we have upgraded the brand look and feel from paper label to pressure sensitive label for the non-returnable bottle and refreshed all packs in line with this,” Delta said in a statement.
“We at Delta Beverages have every reason to be extremely proud of this new look as we grow the premium beer segment in Zimbabwe.
“We are certain that it is the wish of every one of us here that this new-look Golden Pilsener will have a success story to tell this year and into the future in Zimbabwe and across the globe.”
Golden Pilsener was launched in the 80s as Castle Pilsener.
It was targeted at affluent males who were 35 years and above who were aware of their social stature and were after a light, unique, great tasting lager.
It was withdrawn as a Castle and re-introduced in the 90s as Golden Pilsener, the name it still uses today.
It was launched as a premium lager in 2010 due to its strong ties with golf and the consumers that drink Golden Pilsener.
To this day, Golden Pilsener still appeals to the affluent males and females and to buttress its premium status, it has been upgraded to a full premium status adjusted by the green bottle and the new packaging material.