The Highest Form of Flattery

According to The Financial Times (August 2024), Madri was “the most successful beer launch in history.” It’s no surprise, then, that Aldi looked to this success when launching its Grande Spanish lager earlier this year.

We’d be lying if we said we weren’t a little amused by this brazen rip-off. After all, isn’t it testament to the power of design when imitators leap into action in an attempt to cash-in? But consumers usually see straight through the copycats and whilst often tempted to bag a bargain, in a lot of cases will return to the branded offer.

Take Sharp’s Doom Bar – the UK’s best-selling cask and bottled ale and another example of our partnership with Molson Coors over the years. When Lidl launched the strikingly similar Shark Bay Amber Ale, many die-hard beer lovers were quick to share their comparisons. As one reviewer sums up to his thousands of followers; “I’m sure you can guess what it’s supposed to be. The beer it is copying is Doom Bar from Sharp’s. But Shark Bay is possibly one of the worst beers I’ve ever drunk. Doom Bar beats it hands down… worth every penny”.

What this imitation does remind us though is the importance for brands to keep on their toes, continually assess their assets and strengthen their story. Brands need to stay agile to stay alive.

And on that note; watch this space to see what’s next for Sharp’s (…and presumably then Lidl not long after)

From beauty to beer, small or big, start-up or old-timer; all brands need an idea with bite to guide them. At Buddy, we build brand devotion through ideas with bite.

Find out how we can help your brand by getting in touch with us.