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Radius the beer consultants
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?
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. 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
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. 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%
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”
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. 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. 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. 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. 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
