The “Alfa”side of us in a drink
This article refers to our first task. It is the presentation of a Company we chose as brand ambassadors. This Company is Alfa.
As part of the course “Introduction to Advertising and Public Relations” at Panteion University, my team and I were invited to carry out small tasks as brand ambassadors. Each week we handed over part of our work. The brand we chose to represent is the Alfa beer, a purely Greek product that is already enjoyed by thousands of Greeks and citizens from abroad.
Alfa as a beer was established in 1961 and is part of the Athenian Brewery. It is probably the oldest beer in Greece that has expanded and evolved to such an extent since. As a product it had ceased to be downmarketed for about 30 years, as the company abstained from the market, to which it returned in 2000. As far as its appearance is concerned, since 2010 it has again adopted a retro style that it used to have in the past.Since 2014, it has created and marketed a fairly wide variety of beer flavors.
Generally, Alfa beer appeals to an audience older than the age of 18 years with the condition that it is consumed legally in each case. Lager beer, the classic one, consists 5% alcohol and that’s why it is the most popular drink and the one that everyone tries first. Alfa Weiss is addressed to an audience that prefers a fruity and more bitter version of the beer, while Alfa Strong consists 2% more alcohol than the regular one, so it addresses to an audience that prefers a stronger version as the name of the beer itself reveals. Additionally, in order to attract the younger public or athletes and the people that would like to have a drink but they are not allowed to, Alfa came up with Alfa without Alcohol, keeping its consumers satisfied. That’s one of the newest ads that Alfa made for Alfa without:
This beer is brewed in Greece with 100% Greek barley. The Athenian Brewery includes three factories in Athens, Thessaloniki, Patra and smaller units in Lamia and Crete, but the beer reaches every city, village and island in Greece. But also, Alfa is exported in 19 countries all over the world icluding Albania, Bulgaria, China, Italy, Kosovo, the Netherlands, Romania, Serbia, Slovakia, Sweden and United Kingdom. This year the extraction will reach 18 States of America, containing Florida, New York, Massachusetts and Kentucky. Israel and Australia are also included.
But now you must be wondering why we chose this brand. The reason is its purpose and social message. In its advertisments, the company boosts family’s and friendship’s bonds, supporting the meaning of taking the risk and making the next step, which is the motto of the campaign itself. Alfa wants to bring out the best side of ourselves, which recognises the value of human relationships with a creative and touching way, making the difference in comparison with other similar companies.
Furthermore, Alfa has a very interesting website you could check out and profiles on instagram and facebook that can inspire you to “Make the next step”, as mentioned before. Its campaingns and effort are remarkable and worthy. Well, in this case, it is not only a beer with a good taste, but the moments arround the bottle or the can with our beloved ones.
We are sure that Alfa is going to continue the hard work and give us the drink and the moment!
Ifigeneia Antonopoulou Maria Megalokonomou Stella M. Betty Tsakarestou
Our Power Point of the initial task:
