Extensive Marketing Strategy of Coolberg – With Detailed Overview

Updated on: May 9, 2022

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In a previous article, we learned about the detailed Marketing Strategy of Paytm, an Indian leading multinational financial technology company. In this blog, we are going to elaborate on the marketing strategy of Coolberg – India’s premium non-alcoholic beer brand. 

The objective is to learn and gain insights into Coolberg and how it became India’s premium brand of nonalcoholic beer and Coolberg aims to become the largest premium non-alcoholic beverage industry in India. 

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Coolberg by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About Coolberg – Company Overview

Marketing Strategy of Coolberg

Coolberg Pvt Ltd was founded in 2016 by Pankaj and Yashika (A husband-Wife Duo). They started manufacturing non-alcoholic beer by the name Coolberg. Coolberg is India’s leading company that manufactures non-alcoholic beers to establish a new drink genre that India has never seen before 2016. After a long hustle done by the couple, Coolberg was in the market in 2016. Coolberg has now become India’s premium brand in the non-alcoholic beer sector. 

Coolberg launched a different flavour beer with a pleasing and soothing taste, Malt Zero Alcohol is a Beer that has a beer-like flavour, and its other malt-based drinks, such as Cranberry, Strawberry, Peach, Ginger, and Mint. The company has a good appeal to a wide range of customers, especially the teetotallers who can chill with their friends and family at clubs. 

Coolberg, the non-alcoholic beverage market is expected to grow at a rate of 4.7 per cent (2016-2026). During the  COVID- 19 period due to the numerous safety restrictions, Coolberg has made quality control to increase customer confidence and maintain their sales. Coolberg has its headquarters in Mumbai, Maharashtra in India where they started their business. Coolberg is a millennial-oriented brand. It is designed to have the optimum taste, consistency, and aroma, as well as Coolberg packaging is youthful and delightful. The products are now available in over 30 major cities and are delivered at over 2000 retail touchpoints, the majority of which are restaurants and cafes. Coolberg extended its sales not only in India but also in the Maldives, Bhutan, Africa, Nepal and other nations.

Quick Stats on Coolberg
CEO Pankaj Aswani
CMO Sumanta Sarkar
Area Served South Asian Countries
Industry Non-alcoholic Craft Beer, Food and Beverage
Market Share/ Revenue $28.8M per year
Vision Establishing a non-alcoholic beer category in India
Tagline Non-Alcoholic Beers Never Tasted So Good Before


Marketing Strategy of Coolberg

Let’s learn about the marketing strategy of Coolberg! And how coolberg carries the marketing campaign etc.

  • Segmentation, Targeting, and Positioning

The target audience is mainly millennials from 15-45 years of age. This is the age where most people have the urge to drink and that’s when Coolberg comes in. It serves as a non-alcoholic beer that serves the purpose of drinking which makes teetotallers one of the happiest.

Coolberg initiated the process of test marketing in 2016 by serving limited bottles of beer in Mumbai. After great responses from customers, they started the distribution all over Mumbai and then in other famous cities. Coolberg recently serves in 6 flavours peach, strawberry, ginger, mint, malt, and Cranberry. The company recently has started serving sugar-free drinks as well.

Coolberg made its positioning in the market by being the only non-alcoholic beer brand in India. India is known for people with a cultural mind where drinking beer is not many people’s choice. Coolberg made sure that people can drink at parties and occasions without actually getting drunk.

  • Marketing Campaigns

Marketing Strategy of Coolberg - Campaign 1

Coolberg organized a dinner date campaign in February 2022 for 5 lucky winners via its social media page on Instagram. The campaign was done to increase the Instagram page followers with a theme for Valentine’s Day where the users have to follow their account on Instagram, tag their partner, and write a pickup line for their partner in the comment section. And they have to share the post with others so that the brand would gain more views on the post and will ultimately increase its reach.

The campaign got successful and the post got 4x more likes compared to the previous posts. The reason behind the triumph was the unique campaign idea and the great use of Instagram marketing strategies like proper use of hashtags and curating & promoting user-generated content.

Marketing Strategy of Coolberg - Campaign 2

Another similar campaign was held by Coolberg on Instagram in December 2021 where 5 lucky winners were given a chance to win Coolberg party hampers. The theme of the campaign was New Year’s Eve plans where the user had to tag their friends in the comment section and share their way of partying and the user had to share the same post on the story. The reason behind this campaign was to advertise Coolberg as well as get people familiar with the taste of Coolberg. 

Again this campaign also got successful and the post got 4x more likes compared to the previous posts. The reason behind the triumph was the unique campaign idea and the great use of Instagram marketing strategies like curating the post with the right hashtags and giving a voice to creative design.

Marketing Strategy of Coolberg - Campaign 3

On June 20th 2021 coolberg held a campaign on Instagram for soccer fans. Where 3 winners were given cool soccer accessories with Coolberg products and more. The campaign was all about the Euro Quiz. To take part the participant has to follow the coolberg Instagram page and answer the questions in the Coolberg Grand Euro Quiz. 

The only reason behind the campaign was to let the youth get familiar with Coolberg and to increase Coolberg’s Instagram page followers. The campaign got successful and the post got immense likes with Coolberg’s Instagram page getting an increasing number of followers. The reason behind the success of the campaign was the creative marketing campaign idea and accurate use of Instagram marketing strategies.

  • Social Media Marketing

Coolberg is active on Social Media like Instagram, LinkedIn, and Facebook. It has maximum followers on Instagram than on Facebook and at last LinkedIn. The Instagram and Facebook handle has followers in the range of around 20-21K. LinkedIn is more of a professional sort of social media which excludes young teenagers as most of them don’t have an account on LinkedIn. The posts contain mostly promotional and informational content along with some posts related to their new product launch.

  • SEO Strategies

Marketing Strategy of Coolberg - SEO Rankings

As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.coolberg.in has 1807 organic keywords and it’s considered as good. That means the digital marketing of Coolberg is gaining a good number of insights. 

Also, the traffic per month is around 10K+ which is known as average. Hence, Coolberg still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

  • Influencer Marketing

From the start, Coolberg has collaborated with many YouTubers, Bloggers, food pages, etc for their marketing purpose. They have many influencers with more than 50K+ and 120K+ followers. Influencers promote the product (coolberg) so that coolberg gains popularity and the sales will increase via their fan’s following.

  • Ecommerce Strategies

In talking about the e-commerce strategies Coolberg has its website from where they sell their products with special offers. Besides that, it has gone along with other food delivery apps such as Zomato and Swiggy through the restaurants, but also with  Bigbasket, Flipkart, Blinkit, Amazon etc.

  • Content Marketing Strategies

Coolberg is very active on social media. The post content is related to their new flavours or their products, awareness messages, etc. The only source of posting content is through Facebook or Instagram. Also, they press releases about their product via various sources such as The Hindu, MoneyControl, The New Indian Express, etc.

This ends our elaborative marketing strategy of Coolberg. Let us conclude our learning below.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in Coolberg Marketing?

In the marketing strategy of Coolberg, we saw that Coolberg is gaining love and support from all the places in the world. The popularity of non-alcoholic beer is increasing among millennials. The uniqueness of being India’s first and only non-alcoholic beer has lessened the competition for them. Though Coolberg lacks in its digital marketing methods, it is still trying to evolve and grow in the digital sector.

As we all know, digital marketing has taken a drastic change because of pandemics that affected every business. As per digital marketing statistics, about 60% of the population of the world uses the internet. It rose by 20% in the past two years due to the pandemic with many businesses going online. An established company’s image is everything. The right campaign strategies can make or break a company’s brand image. Through digital marketing, effective campaigns can be designed and the scope of fixing any glitches immediately is there.

With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of Coolberg has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Coolberg, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of Coolberg in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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