Walmart's Trouble Brewing Taste Test

609 views

Published on

http://blog.fieldagent.net/is-trouble-brewing-113-drinkers-try-walmarts-new-private-label-beer-taste-test-survey-research

Published in: Food
1 Comment
0 Likes
Statistics
Notes
  • If you are interested in seeing the full report, including video, visit our blog post at http://blog.fieldagent.net/is-trouble-brewing-113-drinkers-try-walmarts-new-private-label-beer-taste-test-survey-research
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
609
On SlideShare
0
From Embeds
0
Number of Embeds
495
Actions
Shares
0
Downloads
6
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Walmart's Trouble Brewing Taste Test

  1. 1. Trouble Brewing Taste Test 1.31.17 - 2.5.17 Walmart’s New Private Label Craft Beer
  2. 2. 2 All respondents identified themselves as “regular” craft beer drinkers Who Are These Taste-Testers? Gender: Male - 55% Female - 45% Age: 21-24 - 1% 25-34 - 36% 35-44 - 38% 45-54 - 20% 55-64 - 4% 65+ - 1% Which craft beer varieties do you drink on a regular basis? Pale Ale - 69% Amber - 60% Belgian White - 59% IPA - 58% N = 113 Agent Locations
  3. 3. How Did the Taste Test Work? Field Agent enlisted 113 craft beer drinkers from its panel of almost 1 million U.S.-based agents to participate in this Trouble Brewing Taste Test. The taste test worked as follows: • Agents visited specific Walmart Supercenters • They purchased (1) “A Pack of Trouble” Variety Pack - Variety pack consisted of Cat’s Away IPA, After Party Pale Ale, ‘Round Midnight Belgian White, and Red Flag Amber - All four beers are made exclusively for and sold exclusively by Walmart • Agents submitted a photo of their receipt • Field Agent instructed agents to return to their homes for the taste test - Agents were required to refrigerate the beer for at least (4) hours - Agents submitted photos of the beer inside their refrigerators • The Field Agent app guided agents through the taste test step- by-step - Agents were instructed to take 2-3 small sips of each beer variety - To ensure the truest evaluation, agents cleansed their palates after sampling each beer • Following each beer-tasting (4 in all), agents answered a series of questions about the specific brand Agent Photos: Refrigerators and Receipts 3
  4. 4. 4 Standing Out From The Pack? 10% Trouble Brewing brands accounted for approximately 1/10th of pictures received Take 1-3 photos of craft beer brands you are particularly interested in trying for the first time Agent Photos Agent Photos
  5. 5. 5 Compared to the other on-shelf craft beers, how appealing is the (a) PRICE and (b) LOOK (i.e., branding, packaging) of the "A Pack of Trouble" Variety Pack? 19% 38% 35% 7% 1% 16% 28% 38% 16% 2% Extremely appealing Very appealing Moderately appealing Not very appealing Not at all appealing Price Look Agent Photo Did Trouble Brewing Stand Out on Store Shelves?
  6. 6. 6 Taste Test: Cat’s Away IPA Compared to other IPA craft beers, how would you rate the TASTE/FLAVOR of Cat’s Away IPA? 14% 32% 38% 9% 8% 13% 34% 40% 8% 6% 5 - Very good 4 - Good 3 - Average 2 - Poor 1 - Very poor IPA Drinkers Only (n = 66) All Craft Beer-Drinkers (N = 113) How likely are you to purchase Cat’s Away IPA again in the future (if sold separately from any variety pack)? 12% 26% 23% 24% 15% 10% 20% 25% 27% 18% 5 - Very good 4 - Good 3 - Average 2 - Poor 1 - Very poor IPA Drinkers Only (n = 66) All Craft Beer-Drinkers (N = 113) Agent Photo Completely likely Very likely Moderately likely Not very likely Not at all likely
  7. 7. 7 Taste Test: Cat’s Away IPA, cont. Did knowing it’s a Walmart private label affect ratings? Field Agent divided all 113 taste tests equally into two groups: one group was told from the outset that Trouble Brewing is a Walmart private label. The other group was not told. Did knowing the beer was a Walmart store brand influence ratings? KNEW BEER WAS WMT PRIVATE LABEL: 54% rated Cat’s Away IPA very good or good 29% would be completely or very likely to buy again 38%rated very good or good 31% would be completely or very likely to buy again In Their Own Words: Cat’s Away IPA Quotes were derived exclusively from regular IPA drinkers. “Compared to other IPAs it felt like a cheap one. Tasted fairly bitter and the aroma was not one that I liked… Would not buy again.” “I typically do not prefer IPA beers. However, I enjoyed this one very much. I would probably buy this beer. The reason I don't prefer IPAs is because of the hoppy, bitter flavor, but this one is not too hoppy or bitter. Great flavor.” Did NOT KNOW:
  8. 8. 8 Compared to other Pale Ale craft beers, how would you rate the TASTE/FLAVOR of After Party Pale Ale? How likely are you to purchase After Party Pale Ale again in the future (if sold separately from any variety pack)? Agent Photo Taste Test: After Party Pale Ale 14% 31% 32% 18% 5% 18% 31% 32% 14% 4% Extremely appealing Very appealing Moderately appealing Not very appealing Not at all appealing Pale Ale Drinkers Only (n = 78) All Craft Beer-Drinkers (N = 113) 5 - Very good 4 - Good 3 - Average 2 - Poor 1 - Very poor 13% 21% 28% 27% 12%12% 25% 27% 26% 11% 5 - Very good 4 - Good 3 - Average 2 - Poor 1 - Very poor Pale Ale Drinkers Only (n = 78) All Craft Beer-Drinkers (N = 113) Completely likely Very likely Moderately likely Not very likely Not at all likely
  9. 9. 9 Taste Test: After Party Pale Ale, cont. KNEW BEER WAS WMT PRIVATE LABEL: 52% rate After Party Pale Ale very good or good 38% would be completely or very likely to buy again 47%rated very good or good 36% would be completely or very likely to buy again In Their Own Words: After Party Pale Ale Quotes were derived exclusively from regular pale ale drinkers. “Malt has decent flavor. Not as bright or hoppy as I prefer pale ales. The bitterness is weak; it feels like the malt is taking over the beer. Not a good balance.” “The beer has a very good flavor, light for a pale ale. Very delicious. However, it doesn't have the best aftertaste. Not as potent as many other pale ales. But, with that being said, much better than I was expecting for a Walmart brand.” Did NOT KNOW:
  10. 10. 10 Compared to other Belgian White craft beers, how would you rate the TASTE/FLAVOR of ‘Round Midnight Belgian White How likely are you to purchase ‘Round Midnight Belgian White again in the future (if sold separately from any variety pack)? Agent Photo Taste Test: ‘Round Midnight Belgian White 33% 37% 15% 10% 4% 27% 35% 21% 11% 6% 5 - Very good 4 - Good 3 - Average 2 - Poor 1 - Very poor Pale Ale Drinkers Only (n = 78) All Craft Beer-Drinkers (N = 113) 27% 33% 19% 10% 10% 20% 29% 21% 17% 12% Completely likely Very likely Moderately likely Not very likely Not at all likely Belgian White Drinkers Only (n = 67) All Craft Beer-Drinkers (N = 113)
  11. 11. 11 KNEW BEER WAS WMT PRIVATE LABEL: 66% rate ‘Round Midnight Belgian White very good or good 52% would be completely or very likely to buy again 58%rated very good or good 47% would be completely or very likely to buy again In Their Own Words: ‘Round Midnight Belgian White Quotes were derived exclusively from regular Belgian White drinkers. “This is a very ordinary beer. Light in flavor and color. This tastes less like a craft beer and more like a mass produced popular [beer], but not a standout beer.” “I really enjoyed the full taste of the 'Round Midnight Belgian Ale. It tasted like a Blue Moon but with a hint of orange. This would be a great beer for a hot day outside.” Did NOT KNOW: Taste Test: ‘Round Midnight Belgian White, cont.
  12. 12. 12 Compared to other Amber craft beers, how would you rate the TASTE/FLAVOR of Red Flag Amber? How likely are you to purchase Red Flag Amber again in the future (if sold separately from any variety pack)? Agent Photo Taste Test: Red Flag Amber 35% 26% 16% 9% 13% 36% 25% 19% 6% 13% 5 - Very good 4 - Good 3 - Average 2 - Poor 1 - Very poor Amber Drinkers Only (n = 68) All Craft Beer-Drinkers (N = 113) 21% 28% 25% 10% 16% 21% 27% 25% 14% 13% Completely likely Very likely Moderately likely Not very likely Not at all likely Amber Drinkers Only (n = 68) All Craft Beer-Drinkers (N = 113)
  13. 13. 13 KNEW BEER WAS WMT PRIVATE LABEL: 59% rate Red Flag Amber White very good or good 43% would be completely or very likely to buy again 64%rated very good or good 53% would be completely or very likely to buy again In Their Own Words: Red Flag Amber Quotes were derived exclusively from regular amber drinkers. “My favorite of the four. Sweet honey and caramel taste. More carbonated than the other three, which I look for in a beer. Full body and crisp. Would drink it again.” “This beer is rather sweet for my liking. Once you swallow it, I taste berries. I feel that the label should have some fruit on it. It doesn’t taste bad, just a sweet pucker once you swallow.” Did NOT KNOW: Taste Test: Red Flag Amber, cont.
  14. 14. 14 Of those who sampled the beer not knowing it was Walmart private label, 63% said they were extremely or very surprised to find out Taken together, 40% of taste-testers said Walmart’s four-variety Trouble Brewing line is either extremely or very appealing In Conclusion: Washing It All Down Only 12% said they knew, prior to the survey, that Trouble Brewing is a Walmart private label beer Agent Photo
  15. 15. “I see nothing wrong with a retailer having their own private label of beer. I think it's awesome that someone can get quality craft beers at a Walmart price.” “It's great to see Walmart bringing craft beers to mainstream levels, but these beers do not live up to craft flavors. They lack the character and full body of small batch brewing but may be a good gateway beer for the [crowd].” “I don't really think about who is selling a beer or if it's a store brand. If I like something, I buy it at the most convenient location with a reasonable price.” “I honestly don't like the idea of mass-produced craft beer. “ “I think it is ingenious. Walmart has great pricing and a good variety to appeal to a wide audience. Therefore a private label IPA or craft beer is a smart decision to appeal to a mass group who are buying these beers.” “I think Walmart should probably leave brewing beer to the professionals. “ In Their Own Words 15

×