{"id":655,"date":"2013-10-08T16:38:24","date_gmt":"2013-10-08T15:38:24","guid":{"rendered":"https:\/\/www.fransreichardt.nl\/?p=655"},"modified":"2016-09-01T09:40:11","modified_gmt":"2016-09-01T09:40:11","slug":"buckler-en-youp","status":"publish","type":"post","link":"https:\/\/fransreichardt.com\/nl\/buckler-en-youp\/","title":{"rendered":"Buckler: de nuchtere waarheid"},"content":{"rendered":"

\"Buckler<\/a>Heb je het over Buckler, dan heb je het al gauw over Youp van \u2019t Hek. Met zijn oudejaarsconference van 1989 zou hij het biermerk om zeep hebben geholpen.<\/p>\n

Trompetgeschal<\/strong>
\nAls Heineken 25 jaar geleden, in de zomer van 1988, het alcoholarme Buckler bier lanceert, doet zij dat met veel trompetgeschal. Ons land wordt overspoeld met reclame, je kunt er niet omheen. \u201cZo lekker dat je de alcohol niet mist\u201d luidt Buckler\u2019s reclameslogan. Het nieuwe bier blijkt helemaal niet zo lekker. Concurrent Bavaria Malt smaakt beter en is bovendien goedkoper. Kort na introductie laat Buckler al een verkoopdaling zien.<\/p>\n

Grappen<\/strong>
\nEen jaar na lancering heeft Buckler nog maar een klein marktaandeel, veel kleiner dan dat van marktleider Bavaria Malt. Op de laatste dag van dat jaar maakt Youp van \u2019t Hek in zijn conference een paar flauwe grappen. Buckler is dan al anderhalf jaar op de markt en wil maar niet succesvol worden. Youp speelt in op een beeld van Buckler dat al breed in de markt bestaat (\u2018Buckler is voor watjes\u2019). Youp is de nar, het volk herkent zijn grap en lacht erom. Niks bijzonders. Youp heeft ook wel eens grappen gemaakt over CenterParcs en IKEA. Die bestaan ook nog.<\/p>\n

Concurrentie<\/strong>
\nIn 1990 start Buckler met de sponsoring van een wielerploeg met vooraanstaande coureurs als Steven Rooks, Eric Vanderaerden en Peter Winnen. In datzelfde jaar rijdt Grolsch het toch al worstelende Buckler in de wielen met de lancering van Stender.
\nEen jaar later moet alles anders worden voor Buckler: het voert een smaakverbetering door en verlaagt het alcoholpercentage naar 0,0%. Heineken gooit er ook nog een nieuwe tv-campagne tegenaan.<\/p>\n

Waarschuwing<\/strong>
\nHet sorteert allemaal weinig effect. In 1992 waarschuwt de tussenhandel Heineken: als de verkoop van Buckler niet snel aantrekt, zal zij Buckler uit de schappen weren. Hierop grijpt Heineken naar het prijswapen: zij verlaagt de prijs van Buckler. Het effect is minimaal en in 1993 valt definitief het doek. Heineken haalt Buckler in Nederland van de markt.<\/p>\n

Ontnuchterend<\/strong>
\nHet mislukken van Buckler op de Nederlandse markt \u2013 geschatte investering: 400 miljoen gulden – moet voor Heineken een ontnuchterende ervaring zijn. Het is te makkelijk om die op het conto te schrijven van Youp van \u2019t Hek. Het zijn de klanten geweest die Buckler massaal links lieten liggen. Zij kozen simpelweg voor een alcoholvrij bier dat beter smaakte en goedkoper was.<\/p>\n

Frans Reichardt
\nDe Klantenluisteraar<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

Heb je het over Buckler, dan heb je het al gauw over Youp van \u2019t Hek. Met zijn oudejaarsconference van 1989 zou hij het biermerk om zeep hebben geholpen. Trompetgeschal Als Heineken 25 jaar geleden, in de zomer van 1988, het alcoholarme Buckler bier lanceert, doet zij dat met veel trompetgeschal. Ons land wordt overspoeld […]<\/p>\n","protected":false},"author":3,"featured_media":3223,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[121,18,122,123],"class_list":["post-655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-nederlands","tag-buckler","tag-klanten-2","tag-prijswapen","tag-youp-van-t-hek"],"yoast_head":"\nBuckler: de nuchtere waarheid - Frans Reichardt<\/title>\n<meta name=\"description\" content=\"Buckler: de nuchtere waarheid - Frans Reichardt\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fransreichardt.com\/nl\/buckler-en-youp\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Buckler: de nuchtere waarheid - 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