Success Case Study: Redd’s Apple Ale - Crossing flavor boundaries from cider to beer
Redd’s Apple Ale is a fruit-flavored malt beverage brewed like a beer (not a cider or cider/beer hybrid) that has firmly established itself as a success since its introduction in the US in 2013. It was a 2015 winner of Nielsen’s Breakthrough Innovation Project.
Fruit beer has been a rising segment within the more upwardly mobile parts of the beer sector overall. This has some parallels with the continued popularity and diversification of the craft beer segment, where experimentation with flavor is one of the key weapons available to brewers to create standout products.
- The walls between alcohol categories and their perceived roles and attributes are more fluid than historically was the case. Consumers are more inclined to use beverages as they see fit.
- The idea of the fruit flavor has some resonance in terms of appealing to mutual interests for nearly half of consumers in flavor experimentation, and bridges cross-demographic taste variations.
- Consumers are seeking bolder flavors across food and drink. This experimental openness was quantified in GlobalData’s Q1 2017 consumer survey, which showed in the US that 49% of men and 46% of women like to experiment with new and unusual alcoholic beverage flavors.
Reasons To Buy
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
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- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.