BRAND ASSESSMENT/CUSTOMER EXPERIENCE MAPPING
How can a local pioneering craft beer gain market share in its hometown market?
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.
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.