Case Study


Identifying and quantifying alcohol-free opportunities in new 'non-traditional' channels


BrewDog have seen significant growth in their alcohol-free brands over the last few years. They suspected that there must be new opportunities for distribution of their alcohol free (AF) brands, specifically in new channels outside of the traditional on and off trade. They wanted to identify which channels and operators might be most relevant to them and arm themselves with some fact-based evidence to use when speaking to potential customers.


KAM Media designed a research solution to allow BrewDog to access feedback from consumers across all their desired channels. Consumers were asked a series of questions online about attitudes, knowledge and consumption habits of alcohol-free beer and where else they would like to see AF brands. Insight was then cut according to customer type and venue and opportunities quantified.


The research clearly identified and quantified where the biggest new opportunities were for alcohol-free beer and BrewDog’s brands specifically. Helping shape BrewDog’s future AF strategy and providing them with ‘customer-ready’ sales stories.

“Our partnership with KAM Media, centred on consumer attitudes towards the alcohol-free category in different environments, and really was a fantastic piece of work. It was collaborative, focused, had an end goal in mind and was delivered in a timely and professional manner. BrewDog are now armed with the facts and the tools to confidently support our mission and speak to customers. KAM Media’s service didn’t simply end with the delivery of the report and this has enabled us to really build on the initial findings, hone in on the key learnings and develop a killer strategy built on facts and not guess work”

Ben Lockwood, Marketing Manager - OntradeBrewDog

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