Optimizing Pack and Product.

For a New-to-Market Beverage.

In recent years, an increased focus on health and desire for something new has pushed manufacturers to innovate in a relatively stable beverage market. Consumers’ craving for drinks that both taste good and make them feel good about their choices has given rise to a new and rapidly expanding sub-category—kombucha.

A large beverage company needed help optimizing a start-up kombucha company they had recently acquired. Not only producers of kombucha, this company had an extra twist—their product included alcohol.

This client wanted to determine how to best optimize and position their new acquisition to reach consumers at an increasingly crowded shelf. Using a variety of quantitative methodologies, including MaxDiff, TURF, and discrete choice, I was able to create a well-rounded view of how the ideal alcoholic kombucha product would look, taste, and most importantly, brand itself.