Lidl’s Perlenbacher Premium Pilsner was named the ‘World’s Best Classic Pilsner’ at last week’s World Beer Awards 2024.
The discounter’s own-label line came out top after three rounds of assessments, which also involved well-known branded Pilsners such as Stella Artois, Heineken and Amstel.
Lidl highlighted that its Perlenbacher Pils Alcohol Free alternative was also ranked third in the category by Good Housekeeping earlier this year.
Lidl’s Perlenbacher Premium Pilsner is available for £1.29 a bottle.
NAM Implications:
- It can be said to be a matter of taste…
- But the issue remains that, once again, an own-label has been shown to be as good as, or better than, its branded equivalent.
- Think about what this does to consumers’ perception of brand equity.
- And the price premium they are prepared to pay for brands.
- Solution:
- Innovate exceptional extras for brands
- Or reduce brand premia to an acceptable level
