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Success Case Study: Kopparberg Fruit Lager - Taking flavor innovation across category boundaries

Success Case Study: Kopparberg Fruit Lager - Taking flavor innovation across category boundaries

  • August 2017
  • 17 pages
  • ID: 5123625
  • Format: PDF
  • GlobalData
Up to $299 off Until May 31st 2020

Summary

Table of Contents

Success Case Study: Kopparberg Fruit Lager - Taking flavor innovation across category boundaries

Summary
Kopparberg Cider has been a familiar product in the UK market for a number of years. Leveraging its success, the brand launched a fruit-flavored lager product in 2016 targeting Millennial consumers through both its flavor and its marketing approach.

The UK lager category faces challenges in yielding growth based on its maturity, leading to innovative exploration of hybridization and flavor experimentation as a means of attracting new custom.

Scope
- Hybridization, or crossing genre boundaries, continues to offer new opportunities in the face of maturity or stagnation in mainstream alcoholic beverage categories.
- Millennials’ tastes are markedly different to older generations, allowing tailoring of both flavors/formulations and associated marketing and branding to their specific needs and lifestyles.
- Lager makes a good vehicle for experimentation and tailoring to differing demographic opportunities. As shown by Kopparberg, it can be lightened and molded to exhibit wider gender appeal while also becoming more generationally specific/relevant.
- While craft beer has built a significant industry around experimentation, flavor, and ingredient creativity and originality, lagers tend to be associated with mainstream drinking occasions and “corporate product.” However, as Kopparberg hints, its basic nature can make it a common denominator among consumers of differing cohorts and tastes, while providing a vehicle for experimentation by incorporating new influences.

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