WORK & CASE STUDIES
Michelob Ultra Cider
Michelob Ultra asked us to do in-depth research into a market opportunity for a line of new products to assess the validity of their hypothesis. Michelob was looking to into an opportunity to create light beer that wasn’t beer for a variety of people that might be health-conscious or don’t like the taste of beer. Through interviews and qualitative analysis we discovered an opportunity within their core consumers for a Michelob Ultra Cider in addition to a lack of awareness for the existing Michelob Ultra Amber and Michelob Ultra Lime products that this group expressed interest in.
Our conclusion that there was indeed an audience for these flavors helped Michelob determine that increasing the sales of its existing non-beer products would be dependent on marketing. Based on the reliability of our findings, Michelob continued to produce the existing Amber and Lime product extensions and moved forward with launching a Light Cider extension. The products are still available today as our research was correct about the viability of the market for them.