Mackeson is a full-bodied milk stout that is “not too sweet and not too bitter,” with alc/vol: 4.9%.
It has strong and distinctive values that appeals to a multi-ethnic society, communicating energy, stamina, masculinity, smoothness and session ability.
It is primarily directed to young adult males who are fitness-conscious and enjoys socializing, (Generation Next).
The brand promises to identify with the strength and confidence of the consumer and take him to the “max” in various aspects of his life - delivering satisfaction, energy and pleasure (3 times the pleasure).
Its distinctive red, black and silver branding on all packaging signals the strength, power and masculinity of the brand. Mackeson – “Takes you to the Max.”