THE BEER CONSULTANTS
John Storey
Beer Research Consultant,
EMEA (Europe Asia Region)
London: +44203-130-0713
Mobile: +4474...
THE BEER CONSULTANTS
What do
we do?
Jstorey@radius-global.com +447453323623Radius Global EMEA 3
Jstorey@radius-global.com +447453323623Radius Global EMEA 4
Jstorey@radius-global.com +447453323623Radius Global EMEA 5
Jstorey@radius-global.com +447453323623Radius Global EMEA 6
Jstorey@radius-global.com +447453323623Radius Global EMEA 7
Jstorey@radius-global.com +447453323623Radius Global EMEA 8
Jstorey@radius-global.com +447453323623Radius Global EMEA 9
Differentiate the Decision PathwaysTM
Example
8%
18%
10%
10%
1...
Jstorey@radius-global.com +447453323623Radius Global EMEA 10
Detail: Example of What Defines Each Stage?
• Advertisements ...
Jstorey@radius-global.com +447453323623Radius Global EMEA 11
THE BEER CONSULTANTS
What’s
happening
in the beer
market?
Jstorey@radius-global.com +447453323623Radius Global EMEA 13
Jstorey@radius-global.com +447453323623Radius Global EMEA 14
Jstorey@radius-global.com +447453323623Radius Global EMEA 15
Beer Category Overview- Usage and Attitudes
Volume Share of
P...
Jstorey@radius-global.com +447453323623Radius Global EMEA 16
Type of Purchase
97%
3%
Planned
Impulse
Beer Category Overvie...
Jstorey@radius-global.com +447453323623Radius Global EMEA 17
Likelihood to Recommend
33%
44%
53% 54% 56%
61% 62%
Extremely...
Jstorey@radius-global.com +447453323623Radius Global EMEA 18
"Best in Category” Perceptions
24%
34%
42%
44% 45% 46%
55%
Be...
Jstorey@radius-global.com +447453323623Radius Global EMEA 19
Jstorey@radius-global.com +447453323623Radius Global EMEA 20
Building Affinity: What should Xbrand do?
If Xbrand were to p...
THE BEER CONSULTANTS
Brand
positioning
and matching
consumers to
beer brands
Jstorey@radius-global.com +447453323623Radius Global EMEA 22
Competitive Landscape
Jstorey@radius-global.com +447453323623Radius Global EMEA 23
Jstorey@radius-global.com +447453323623Radius Global EMEA 24
Jstorey@radius-global.com +447453323623Radius Global EMEA 25
Jstorey@radius-global.com +447453323623Radius Global EMEA 26
Jstorey@radius-global.com +447453323623Radius Global EMEA 27
Jstorey@radius-global.com +447453323623Radius Global EMEA 28
Jstorey@radius-global.com +447453323623Radius Global EMEA 29
THE BEER CONSULTANTS
Some key
beer market
questions?
THE BEER CONSULTANTS
John Storey
Beer Research Consultant,
EMEA (Europe Asia Region)
London: +44203-130-0713
Mobile: +4474...
THE BEER CONSULTANTS
John Storey
Beer Research Consultant,
EMEA (Europe Asia Region)
London: +44203-130-0713
Mobile: +4474...
THE BEER CONSULTANTS
John Storey
Beer Research Consultant,
EMEA (Europe Asia Region)
London: +44203-130-0713
Mobile: +4474...
THE BEER CONSULTANTS
John Storey
Beer Research Consultant,
EMEA (Europe Asia Region)
London: +44203-130-0713
Mobile: +4474...
THE BEER CONSULTANTS
John Storey
Beer Research Consultant,
EMEA (Europe Asia Region)
London: +44203-130-0713
Mobile: +4474...
Jstorey@radius-global.com +447453323623Radius Global EMEA 36
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Radius the beer consultants

  1. 1. THE BEER CONSULTANTS John Storey Beer Research Consultant, EMEA (Europe Asia Region) London: +44203-130-0713 Mobile: +447453323623 Direct: +441403276433 jstorey@radius-global.com What are your key business issues in the beer market?
  2. 2. THE BEER CONSULTANTS What do we do?
  3. 3. Jstorey@radius-global.com +447453323623Radius Global EMEA 3
  4. 4. Jstorey@radius-global.com +447453323623Radius Global EMEA 4
  5. 5. Jstorey@radius-global.com +447453323623Radius Global EMEA 5
  6. 6. Jstorey@radius-global.com +447453323623Radius Global EMEA 6
  7. 7. Jstorey@radius-global.com +447453323623Radius Global EMEA 7
  8. 8. Jstorey@radius-global.com +447453323623Radius Global EMEA 8
  9. 9. Jstorey@radius-global.com +447453323623Radius Global EMEA 9 Differentiate the Decision PathwaysTM Example 8% 18% 10% 10% 17% 8% 18% 11% Cost and Competition Focused on cost but also strong comparison with competing offers. Internet and Cloud Focused on Internet / Could services. Retail Channel Primarily driven by Retail Sales Professional’s recommendations. Technology Early adopter wanting to have the latest technology. Online Channel Primarily driven by marketplace and customer reviews. Cost Only Focused primarily on cost – free, service subscription, permanent license. Loyalty Focused on loyalty and familiarity with current solutions. Negative Issues Previous negative experiences dominate drivers – wanting to try something new.  Go beyond reporting the percent of people who take each step  Derive the impact of each step at the individual respondent level • Create a micro-level model using regression analysis with Hierarchical Bayes modeling  Identifying the key pathways is essential to understanding the decision drivers and prioritizing actionable opportunities • We use latent class cluster analysis to characterize the key types of pathways (example output below) Pathways (% who use)
  10. 10. Jstorey@radius-global.com +447453323623Radius Global EMEA 10 Detail: Example of What Defines Each Stage? • Advertisements for beer on the radio, TV, online, billboard, etc. • Website • Recommendations • Promotional items • Sponsored events • Branded apparel • Signs for beer • Beer display • Parking lot events related to beer • Beer in digital kiosk • In-store beer announcement • On-shelf ads • Signs for beer • Beer display • Floor decals • New beer products • On-package instant coupon • Beer ads on cash register, magazine rack, etc. • Beer ads on ice machine • Brand shown on shopping bag • Coupons in beer packaging • Packaging promotions such as t-shirts, bottle openers, etc. • Frequent beer purchaser program • Mail-in rebate
  11. 11. Jstorey@radius-global.com +447453323623Radius Global EMEA 11
  12. 12. THE BEER CONSULTANTS What’s happening in the beer market?
  13. 13. Jstorey@radius-global.com +447453323623Radius Global EMEA 13
  14. 14. Jstorey@radius-global.com +447453323623Radius Global EMEA 14
  15. 15. Jstorey@radius-global.com +447453323623Radius Global EMEA 15 Beer Category Overview- Usage and Attitudes Volume Share of Past Month Beer Consumption 62% 38% At home Away from home Person For Whom Typically Buy Beer For At-Home Consumption Self Other adults (net) From own household Not from own household 86% 66% 58% 26% Buy another brand of beer in the desired pack and type Buy the same brand of beer in a different pack/type Go to a different store to buy beer Wait until next trip to buy beer 39% 43% 16% 2% Brand/Package Type Loyalty (What Happens When Usual Brand/Package Size/Type Not Available at Grocery) Try new beer as soon as it comes out Try new beer when someone recommends Look for new beers in certain styles/breweries known and liked None of the above Willingness to Adopt New Beers 34% 47% 13% 7% Past Month Beer Consumption 99% 1% Drank beer in past month Did not drink beer in past month
  16. 16. Jstorey@radius-global.com +447453323623Radius Global EMEA 16 Type of Purchase 97% 3% Planned Impulse Beer Category Overview- Last Purchase Experience Intended Purchase (Among Planned Purchasers) Actual Purchase Package Size Bought* 12-pack 6-pack 18/20-pack Single-serve 24-pack 53% 45% 20% 17% 17% Beer Temperature and Area Purchased* Cold (net) Cooler Beer cave Warm (net) Shelf in the beer aisle Display in the beer section Display outside the beer section 78% 73% 12% 39% 24% 22% 12% Package Type Bought* Bottles Cans 77% 70% Grocery Purchase Details 65% 35% Beer Only Beer with Other Items 78% 22% Beer Only Beer with Other Items Snacks to have with beer 49%
  17. 17. Jstorey@radius-global.com +447453323623Radius Global EMEA 17 Likelihood to Recommend 33% 44% 53% 54% 56% 61% 62% Extremely Likely to Recommend
  18. 18. Jstorey@radius-global.com +447453323623Radius Global EMEA 18 "Best in Category” Perceptions 24% 34% 42% 44% 45% 46% 55% Best In Category
  19. 19. Jstorey@radius-global.com +447453323623Radius Global EMEA 19
  20. 20. Jstorey@radius-global.com +447453323623Radius Global EMEA 20 Building Affinity: What should Xbrand do? If Xbrand were to put strong effort into improving perceptions of their “Frequent beer purchaser program” and their “Beer advertisement on TV”, “Best in Category” perception could increase to 76%. 44% 65% 76% Current “Best in Category” Perception Improved “Frequent beer purchaser program” Improved “Beer advertisement on TV”
  21. 21. THE BEER CONSULTANTS Brand positioning and matching consumers to beer brands
  22. 22. Jstorey@radius-global.com +447453323623Radius Global EMEA 22 Competitive Landscape
  23. 23. Jstorey@radius-global.com +447453323623Radius Global EMEA 23
  24. 24. Jstorey@radius-global.com +447453323623Radius Global EMEA 24
  25. 25. Jstorey@radius-global.com +447453323623Radius Global EMEA 25
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  27. 27. Jstorey@radius-global.com +447453323623Radius Global EMEA 27
  28. 28. Jstorey@radius-global.com +447453323623Radius Global EMEA 28
  29. 29. Jstorey@radius-global.com +447453323623Radius Global EMEA 29
  30. 30. THE BEER CONSULTANTS Some key beer market questions?
  31. 31. THE BEER CONSULTANTS John Storey Beer Research Consultant, EMEA (Europe Asia Region) London: +44203-130-0713 Mobile: +447453323623 Direct: +441403276433 jstorey@radius-global.com How are the latest beer trends affecting your brands?
  32. 32. THE BEER CONSULTANTS John Storey Beer Research Consultant, EMEA (Europe Asia Region) London: +44203-130-0713 Mobile: +447453323623 Direct: +441403276433 jstorey@radius-global.com Are you developing craft beers?
  33. 33. THE BEER CONSULTANTS John Storey Beer Research Consultant, EMEA (Europe Asia Region) London: +44203-130-0713 Mobile: +447453323623 Direct: +441403276433 jstorey@radius-global.com What do you think of the pseudo craft beers?
  34. 34. THE BEER CONSULTANTS John Storey Beer Research Consultant, EMEA (Europe Asia Region) London: +44203-130-0713 Mobile: +447453323623 Direct: +441403276433 jstorey@radius-global.com What questions do you have? Ask use!
  35. 35. THE BEER CONSULTANTS John Storey Beer Research Consultant, EMEA (Europe Asia Region) London: +44203-130-0713 Mobile: +447453323623 Direct: +441403276433 jstorey@radius-global.com Mark Vogel Vice President Beer Consultancy USA Region Radius Global Market Research US Office: 212.633.1100 mvogel@radius-global.com
  36. 36. Jstorey@radius-global.com +447453323623Radius Global EMEA 36

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