This is a new version of a very farm ale type of beer. This is traditional (100 YO) family owned brewery (5th generation), launching a more trendy hoppy edition (2 versions to start). Each variant will feature a specific blend of hop : Shannon and Mosaic, Nugget and Cascade.
This is an real innovation for Jenlain who needs to demonstrate that the brand is capable of creativity without losing its roots, very anchored the north of france tradition, and the "bière de garde", arguably the only really french beer style (similar to the Saison style from belgium). This new version should be understood as Jenlain interpretation of the hoppy trend (not the reverse). In marketing terms the role of this new edition is provide Jenlain core target strong reasons to buy the brand more often, and prove that Jenlain is not only traditional and established but also source of surprises and new experiences, in tune with the times.
Description of the product target audience
We are primarily aiming at Jenlain core target : heavy male beer drinker, drinking strong beers, looking for character and authenticity. They know there is a trend for more "hoppy" beer and will be interested in it so long the new proposition is not overly eccentric. They are 40 to 60 years old and are relatively well off.
It need to be a true Jenlain.
It must be obvious and intuitive that it is a range dedicated to hoppy beers (strong visual of hop flowers are ok).
It must be premium but very accessible to Jenlain traditional target.
What to avoid
To look to much like the competition : Leffe Royale, all Castelain beers
To look and feel totally eccentric and therefore not compatible with the brand