Bergenbier at second name change in three years

The new owner of beer producer Bergenbier, CVC Capital Partners, intends to change the name of the Central European beer business recently acquired from AB InBev, to StarBev in order to move away from the image of the Belgian producer. Brand strategy consultants say that although this change will not affect the progression of the brands, the decision may not be very welcome in the business environment. “The business environment is conservative and does not like changes, especially if they are often to occur. They are not at all easily accepted or well received. That is why it is not advisable to change a company’s name, especially if it was changed several times before,” said Stefan Liute, strategy manager of branding company Grapefruit. He added a company’s new owners change its name because they want to mark their territory, but Liute says this move needs to reflect a very serious change in the company and be made only when truly necessary.