Concept and product testing · An Ontario beer brand · 2025
Choosing between two beer concepts when the scores tie
Two lager concepts, one built on strength and one on dependable quality at a value price, came out statistically tied on appeal and purchase intent among 600 Ontario beer buyers. A virtual shelf test showed the quality concept lifted total shelf revenue by 11 percent against 5 percent for the strength concept, with nearly all of its volume new to the retailer and minimal cannibalization of the brand’s own products. Claims analysis showed the strength concept’s main weakness was a formulation ceiling, while the quality concept’s gaps were a communication job. The recommendation came from understanding the evidence around the headline score and the practical levers the marketing team had to pull.
Read the write-up →600beer buyers, three-cell shelf experiment
+11%total shelf revenue per visitor, quality concept
3lines of evidence behind one recommendation