Success Case Study: Guinness Brewers Project
The beer market faces an increasingly hostile environment, with 2015 beer sales declining in the UK by 7.9%. This has led a number of major producers to expand their portfolio into the craft beer segment, which has seen unprecedented growth, and with positive predictions for future performance. Results to date have shown that the majority of big players buy out craft beer brands, but Guinness has demonstrated that it is possible to enter this space through new product development.
- Guinness demonstrated that it is possible to enter the craft beer segment through new product development by successfully capitalizing on two driving trends within the beer market: authenticity and heritage.
- Using old recipes from the brewer's history helped to give the Brewers Project an authenticity that many of its competitors' offerings lacked.
- With consumers actively seeking out new craft beer, creating a genuine-feeling brand with roots in the past helps to avoid the taint of corporate acquisition for artisanal brands that so often sees consumers react skeptically.
"Success Case Study: Guinness Brewers Project" is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Guinness Brewers Project tapping into the premium and craft segments. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
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Summary: Guinness Brewers Project
Secondary Research Information is collected from a number of publicly available as well as paid databases. Public sources involve publications by different associations and governments, annual reports and statements of companies, white papers and research publications by recognized industry experts and renowned academia etc. Paid data sources include third party authentic industry databases.
Once data collection is done through secondary research, primary interviews are conducted with different stakeholders across the value chain like manufacturers, distributors, ingredient/input suppliers, end customers and other key opinion leaders of the industry. Primary research is used both to validate the data points obtained from secondary research and to fill in the data gaps after secondary research.
The market engineering phase involves analyzing the data collected, market breakdown and forecasting. Macroeconomic indicators and bottom-up and top-down approaches are used to arrive at a complete set of data points that give way to valuable qualitative and quantitative insights. Each data point is verified by the process of data triangulation to validate the numbers and arrive at close estimates.
The market engineered data is verified and validated by a number of experts, both in-house and external.
REPORT WRITING/ PRESENTATION
After the data is curated by the mentioned highly sophisticated process, the analysts begin to write the report. Garnering insights from data and forecasts, insights are drawn to visualize the entire ecosystem in a single report.