Schlafly Beer

BRAND ASSESSMENT/CUSTOMER EXPERIENCE MAPPING

How can a local pioneering craft beer gain market share in its hometown market?

RESEARCH OBJECTIVE

Schlafly Beer wanted to learn how St. louis beer drinkers select what they drink and where they position Schlafly Beer among the alternatives on tap and on the store shelf. The company sought to shape a higher profile to grow its local market share.

KEY INSIGHTS

A surprising number of regular and occasional St. Louis craft beer drinkers were unaware of the Schlafly brand, and specifically, the 50 craft beer styles Schlafly brews—despite the company’s 20-year local presence and success, two breweries and restaurants, and extensive event sponsorship. There are new beer drinkers to be reached.

HOW SCHLAFLY USED THE INSIGHTS

The voice of the customer research helped determine Schlafly’s first ever outdoor and radio advertising content and look.

WHAT WE DID

Focus groups followed recruiting beer drinkers during the year-end holiday season to document via diaries and photos their party occasions that included alcohol beverages. Participants in the focus groups spoke from recent experiences, documented in poster boards, sharing which drink and brands they choose to celebrate different occasions. That ethnographic information helped us identify Schlafly’s current positioning.

“Advertising is part of a larger picture that has led to increases in sales that are putting pressure on inventories. We’re now partnering with two other breweries in Nashville and Iowa City to increase our brewing capacity to meet demand.”

Dan KopmanCo-founder and Chief Operating Head of Schlafly Beer