Consumers Prefer Beer Arranged by Brewery NOT Style

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While you or I may prefer to simply walk to the IPA section and make our purchase, a story coming from the Brewers Association is reporting that a pilot test by Bump Williams Consulting is showing just the opposite:

When I spoke to Dave Mevoli, corporate communications director for New England and Mid-Atlantic-based L. Knife and Son, he emphasized that: “Products from the same supplier are designed to look good together. Style sets present a ‘mishmosh’ of packaging—different styles and sizes of bottles, different shapes of six and four-pack carriers mixed in with each other—it’s just messy and not visually appealing.”

There’s evidence that consumers agree. In a pilot test run by Bump Williams Consulting in cooperation with nine grocery retailers from across the U.S., consumer satisfaction level went down in the style set pilot stores compared with brand set control groups in the same district. And consumers’ dissatisfaction appears to be about function not just form. To function correctly, sets have to nail the issue of find-ability, allowing consumers to navigate to what they’re looking for with minimal effort.  Full article here.

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