The challenge
A leader in imported beer wanted to explore opportunities within the growing segment of lighter, more drinkable products, to address slowing sales and profits.
Our approach
We used Matrix, a systematic approach to directing and prioritising innovation opportunities to evaluate the landscape of over 50 beers, understand tensions and unmet needs, and reveal the real potential from different drinking occasions.
The insight
We identified a major gap in the largest need-state for beer, where brand value, product value and satisfying drinkability intersect. Meeting this unmet need would appeal to underdeveloped customers, drive incremental growth and enhance brand equity.
Impact
The client developed an entire business plan around the need-state, and the resulting product launch exceeded sales goals by more than 50 per cent.
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