Case Study
Flavored Alcohol Consumer Insights: Portfolio Growth Strategy for U.S. and Canada
overview
Flavored Alcohol Market Research That Drives Action
A leading beverage company partnered with C+R Research to map the flavored alcohol landscape across the U.S. and Canada, revealing growth segments, consumer priorities, and distinct brand roles that inform innovation and commercialization across seasons. A mixed-methods program integrated large-scale quantitative research with in-home ethno-groups and on-site behavioral observation at bars and restaurants to reveal a gap between stated choice (flavor/taste) and actual behavior, where brand familiarity, trust, and social proof often tip the final decision. Focus areas included engagement tiers, segment potential, flavor/functional priorities, and channel/occasion fit for pipeline planning.
- Brand gateway dynamics—how trusted names convert flavor curiosity into purchase and repeat behavior.
- Insights guided portfolio development, targeting, and activation with clarity and precision.
THE PROBLEM
Low Differentiation in a Crowded Flavored Category
The client operated in a crowded space where overlapping benefit promises made it hard for consumers to distinguish among segments—especially outside of peak summer months. While drinkers voice flavor first in surveys, the aisle tells a different story—brand status, trust, and recommendations frequently resolve choice overload and anchor decisions within a small set of familiar labels. Portfolio brands indexed mid-tier on awareness and momentum, with room to strengthen bold taste, ingredient quality, and seasonal roles by segment.
- Flavor claims over-index at the top of the funnel; brand credibility closes at-shelf and on-premise.
- Consumers lacked clear guidance on how segments differ by need state and occasion, creating decision friction at shelf.
OUR APPROACH
Mixed-Methods Consumer Research and Growth Mapping
C+R Research executed a phased program blending rigorous quant with immersive qual to define segment roles, target high-value cohorts, and build seasonally resilient strategies.
- Activation playbooks: Defined flavor architectures, functional cues (e.g., right ABV, less bloating, less sweet in Canada), and seasonality strategies to extend frequency beyond summer.
- Quantitative foundation: National online research across the U.S. and Canada with boosts among Gen Z and multicultural audiences; a multi-factor Engagement Score classified heavy, moderate, and low cohorts, and conjoint-style diagnostics separated flavor appeal from brand lift.
- In-context qualitative: Seven in-home triads with on-site behavioral observation in the Chicagoland market surfaced how shoppers navigate flavor variety but default to known brands when faced with choice fatigue.
- Growth mapping: Assessed potential by segment (hard soda, flavored beer, hard tea, hard seltzer, premixed cocktails, and more) to prioritize near-term bets by country and cohort.
- Choice architecture testing: Clarified when flavor variety wins attention versus when brand trust wins the cart.
- Activation playbooks: Defined flavor architectures, functional cues (e.g., right ABV, less bloating, less sweet in Canada), and seasonality strategies to extend frequency beyond summer.
The result
Segment Priorities, Targeting, and Year-Round Activation
The engagement delivered clear guidance on where to focus, who to target, and how to win across channels and seasons in both markets. The work confirmed that flavor attracts trial, yet brand trust and recognition are the decisive tie-breakers across channels and seasons.
- Portfolio priorities: U.S. momentum centered on hard sodas, flavored beers, and hard teas; Canada favored cheladas/micheladas, hard soda, and spirits-forward options for targeted innovation and support.
- Targeting strategy: Younger, ethnically diverse heavy engagers (especially Gen Z males in the U.S.) seek higher ABV and bolder flavors; moderate engagers—more gender-balanced—prefer crisp, less-sweet classics and sessionable options, enabling dual-track messaging and roadmaps.
- Year-round occasions: Defined roles for at-home relaxing, pre-game, steady social sipping, and wind-down moments, plus fall/winter fits for flavored beer, cider, and wine-based cocktails to lift frequency beyond summer.
- Commercial guidance: Lead with flavor via trusted brands to de-risk trial, deploy mixed packs to counter choice fatigue, emphasize portability in liquor/grocery, and use club/mass for variety and value.
- Merchandise to let flavor do the talking, but anchor displays with recognizable masterbrands; use variety packs to invite exploration within-brand.
Key Insights to Action: Flavor gets attention; brand earns the purchase. The program translated consumer behavior trends into actionable insights that inform product, packaging, and retail strategy.
- Flavor cues open the door, brand credibility gets the nod—trusted names convert trial and drive repeat, especially when shelves feel crowded.
- Engagement split: Heavy engagers want bold, premium flavors and higher ABV; moderate/low prefer familiar, lighter profiles—build two-speed innovation and communications.
- Build in-brand exploration paths: launch new flavors under trusted umbrellas before stretching to net-new labels.
- Gen Z momentum: Ready-to-drink formats are a default for many younger consumers, with some bypassing traditional beer; maintaining a Gen Z focus sustains category growth.
- Seasonal expansion: Introduce fall/winter-friendly flavors and formats and clarify segment roles to broaden occasions and smooth volume across the year.
proven experience
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