Molson Coors, one of the worlds largest breweries, wanted to better understand the implications of changing attitudes towards health on the alcohol category and consumer drinking habits. They set us the challenge of doing this for them.
We approached the challenge in two distinct stages.
- In depth exploratory methods to uncover insights into alcohol consumer typologies in relation to health, as well as threats and opportunity areas for Molson Coors.
- 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 have informed a number of fresh, new innovative products, such as the Rekorderlig Botanicals range. We continue to support Molson Coors with further innovation based on the creative idea springboards identified in this research.
“I have worked with the team for a number of years and we have built a true ‘partnership’ relationship on innovation. They are a small agency with a huge amount of talent. They have the ability to guide and support but still challenge the thinking and the norm which is very much needed.”
Andrea Waters, Head of Innovation UK at Molson Coors