https://www.fooddive.com/news/big-beer-quickens-pace-of-innovation-as-sales-of-iconic-brews-languish/569966/

Even those who don’t drink know the explosive growth of White Claw hard seltzer in 2019, which has taken the alcohol market by storm. https://www.cnbc.com/video/2019/12/05/the-rise-of-white-claw.html

But it’s interesting to hear how A/B is accelerating innovation, almost at a frenetic pace, which is a “whip-saw” reaction to having your core business cannibalized by a new entrant or segment. Instead of being reactionary, be strategic! The insights around changing consumer tastes, especially among Gen Y and Gen Z are a good example of how important continued consumer research is in helping define changing trends and usage dynamics. In this example, understanding why Gen Y/Z are not drinking as much, and if they do drink, what they are looking for, will help A/B create a stronger pipeline of meaningful differentiation.