Project Deliverables

  • Final Report
  • Brand Values and Equities
  • Positioning Optimization Recommendations

The Challenge

Wicked Weed, Devil’s Backbone, and Four Peaks are a few of the craft beer brands recently acquired by Anheuser-Busch. Each of these labels has a loyal following, but competition is becoming fierce as the number of craft breweries increases. In the past five years alone, the supply in the US has more than doubled, leaving consumers with an abundance of choices.

With an eye toward the future, Anheuser-Busch came to us to better understand consumers’ attitudes and beliefs around craft beers. We conducted a series of workshops — bringing together master brewers and consumers — where Anheuser-Busch gained insight into what makes their brands unique and how to position each in a crowded marketplace. Our work will inform each brand’s marketing strategy for years to come.

The Solution

Since then, Anheuser-Busch has acquired two new breweries for a portfolio of 10 small labels. We continue to perform research and deliver insights that give them the competitive edge needed to stand out from the crowd.

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