Innovative Channels for New Premium Beer Brand
Our client is a Belgian leader in craft beer with a series of internationally renowned beer brands. With their new premium brand, they have developed a product for the high-end market and is looking for innovative channels to reach their consumers.
Just like many food & beverage categories, beer is experiencing stagnating or declining sales in the traditional on-trade and retail. For this new premium brand with a high-end market, our client is on the lookout for future-proof alternatives. These new channels ideally combine both awareness potential – reaching the eyes of new consumers – and volume potential, significantly impacting sales volumes.
Market and trend exploration, concept ideation, validation and execution
Market and trend exploration: We explored trends and market evolutions in beer and adjacent categories, whilst highlighting competitor’s behavior and identifying quick wins for volume and awareness growth.
Concept ideation: Various concrete opportunities and concepts were identified for this client. The listed channels include both accumulative and more disruptive concepts and business models.
Validation: We further validated most relevant concepts, with a focus on further short-term implementation.
Execution: Our client is a lean SME, so there is limited availability for the execution of disruptive models. Stretch Innovation executes, as entrepreneur in residence, the concepts and refines them further for validation.