The document details a taste test of Walmart’s new private label craft beer, 'Trouble Brewing,' conducted with 113 regular craft beer drinkers across various demographics. Participants evaluated four types of beer—Cat's Away IPA, After Party Pale Ale, 'Round Midnight Belgian White, and Red Flag Amber—analyzing their appeal, taste, and likelihood of repurchase. Results indicated that while many found the beers acceptable, perceptions were influenced by the knowledge that they were Walmart's private label, with overall appeal rated as moderately appealing by 40% of testers.

1. Trouble Brewing Taste Test
1.31.17 - 2.5.17
Walmart’s New Private Label Craft Beer

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. 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
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
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
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
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
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
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
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
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
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
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
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. “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