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Beer Industry Analysis: The Case of Blue Moon

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Digging into consumer opinion expressed on social media about Blue Moon, this case study examines consumer expectations and preferences in beer and suggests how social media analysis can be used for branding and marketing initiatives and competitive analysis in the beer industry.

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Beer Industry Analysis: The Case of Blue Moon

  1. 1. Crimson Hexagon  Blue Moon PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  2. 2. COMPETITION IN THE BREWING INDUSTRY IS HEATING UP WHAT YOU NEED TO CHANGE THE GAME IS FORSIGHT PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  3. 3. SOCIAL MEDIA ANALYSIS: BLUE MOON Consumer Opinion of Blue Moon 68,093 Relevant Posts FINDINGS: Your flagship product, Belgian White, drives the majority of online conversation (63%) Belgian White is top of mind for consumers in the witbier category; many view it as the standard to emulate in homebrew recipes Seasonal varieties combine for nearly 20% of entire discussion PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  4. 4. SOCIAL MEDIA ANALYSIS: BLUE MOON Blue Moon: Harvest Pumpkin Ale FINDINGS: Consumers anticipate the Harvest Pumpkin Ale in the months leading up to its September release When bottles became available at retail, Harvest Pumpkin peaked to 20% of total discussion about Blue Moon PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  5. 5. OPPORTUNITIES FOR FURTHER RESEARCH PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  6. 6. CATEGORY: What are the main themes of conversation in the witbier category? PRODUCT MIX: How much voice share does Blue Moon own within MillerCoors’ beer portfolio? PRODUCT LAUNCH: How do consumers anticipate and react to your specialty releases? COMPETITIVE ANALYSIS: Why do consumers choose Blue Moon over Shock Top? COMPETITIVE ANALYSIS: What drives consumers to craft alternatives, e.g. Allagash White? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  7. 7. Learn More About Crimson Hexagon’s BrightView™ Algorithm Click Here for An Introduction To BrightView ™ Algorithm PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

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