Category Innovation & Product Development: Special Effects, 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: developing data-backed, trend-forward brand strategy

Timing: 2019 - 2020

Skills:

Deliverables

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.

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.

photo credit: Brooklyn Brewery

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