Molson Coors, one of the world’s largest breweries,  wanted to better understand the implications of changing attitudes towards health within the context of the alcohol category, and consumer drinking habits. They set us the challenge of helping them with this…


We approached the challenge in two distinct stages.

  1. In depth exploratory methods to uncover insights into alcohol consumer typologies in relation to health.
  2. Applying our insights to our innovation tool to maximise creativity and develop ‘better for you’ beer and cider concepts.


The insights that we provided into health and alcohol helped to create Pip & Wild cider in collaboration with Aspall which launched in Waitrose and select Mitchells & Butlers premises in May 2019. Pip & Wild is a new range of premium fruit ciders that are naturally low in calories and made using ingredients inspired by the hedgerow. Made using only natural colours and flavours, it fuses the familiar with the unknown to create unique combinations that are naturally light, delightfully sharp and perfectly fruity.

We continue to support the Molson Coors and Aspall team on the development of the brand and its experience.