Crafting a new craft movement
for alcohol-free beers
CHALLENGE: How does an original craft brewer launch an alcohol-free beer that will live up to its reputation?
METHODOLOGY:
- Social Listening
- Focus Groups + Zoom Rooms
- Questionnaires
SOLUTION: We identified 4 global lifestyle trends, then did Moment of Truth Interviews to find an unexpected target segment for alcohol-free beer consumers--dedicated craft beer drinkers looking to experiment.
