The Supermalt identity: how Brixton‐based Afro‐Caribbean consumers construct a Danish malt beer brand as one of their own

Abstract

Purpose

The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro‐Caribbean consumers in Brixton on a very limited marketing budget.

Design/methodology/approach

The article uses the concepts of personal identity and brand identity in a qualitative study to explore how Brixton‐based Afro‐Caribbean consumers construct their self‐identities and the brand identity of Supermalt. Semi‐structured interviews were conducted with 14 Afro‐Caribbean consumers. Each interview was divided into three parts. The first part focused on consumers' self‐identities. The second part explored the role of food and beverage products in the construction of self‐identities. The final part focused on the construction of brand identity for Supermalt.

Findings

The article provides information on the self‐identities constructed by Afro‐Caribbean informants. The food and beverage consumption of informants reflects their mixed cultural identity. The brand identity Supermalt appears to be malleable, with ample room for consumer co‐construction. Perceptions of brand identity differ markedly among informants, who are all able to construct Supermalt as one of their own.

Research limitations/implications

The findings are based solely on semi‐structured interviews with a small sample of Afro‐Caribbean consumers. The findings are therefore not generalizable.

Practical implications

The Supermalt brand represents an interesting case for companies aiming to develop strong brands with a limited marketing budget. Based on the Supermalt case, suggestions are made regarding branding in relation to ethnic minorities.

Originality/value

This article provides a study of a brand that has become strong within a narrowly defined group of consumers.

Citation

Bech‐Larsen, T., Esbjerg, L., Grunert, K.G., Jørn Juhl, H. and Brunsø, K. (2007), "The Supermalt identity: how Brixton‐based Afro‐Caribbean consumers construct a Danish malt beer brand as one of their own", Journal of Product & Brand Management, Vol. 16 No. 1, pp. 5-15. https://doi.org/10.1108/10610420710731115