Belgian leader in craft beer

Innovative Channels for New Premium Beer Brand

Channel Innovation

The Challenge

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 futureproof alternatives. These new channels ideally combine both awareness potential – reaching the eyes of new consumers – and volume potential, significantly impacting sales volumes.

Our role

Market and trend exploration, concept ideation, validation and execution

Our Approach

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.

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