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Brand: Launching Non-Alcoholic Beer

The Brief: Brooklyn Brewery sought to expand into new categories, leveraging emerging health & wellness and other innovative consumer trends.

The Goal: Launch a non-alcoholic beer brand that positioned the lack of alcohol as a lifestyle & wellness benefit, working against years of stigma against non-alcoholic beers.

Project Stats: Brooklyn Special Effects Non-Alcoholic Brew

Innovative category leadership: deve; data-driven, trend-backed brand strategy

Timing: 2019 - 2020

Skills: 

Deliverables

Challenges Mitigated

Wins

  • Data-driven brand strategy: partnering without an outside firm, conducted primary customer research on three continents to identify key leverage points for brand identity, package design, market positioning, consumer messaging, and stakeholder education.

  • Identified key insights: 

  • Surpassed 12-month forecast for volume within 6 months,

  • Secured retail stakeholder buy-in to fast-track launch of additional in the non-alcoholic product line, such as Special Effects IPA.

Key Research Finding - The Desire to "Do More"

photo credit: Brooklyn Brewery

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