A cider slowdown
One of the world’s top brewery groups—known for its massive portfolio of over 140 beer brands—found itself in a tight spot. While their other beverage categories were bubbling with growth, their cider line was flat. With cider consumption barely inching up by 1% compared to the 5% surge in other categories, it was clear something needed to change. In some regions, cider was barely on the radar, while in others, it struggled to compete with established favorites. Before crafting a strategy, the company needed real answers—this called for a usage and attitude study to uncover what consumers truly thought about cider.
Pouring data into the mix
The brewery teamed up with Netscribes to get to the bottom of what consumers really thought about cider. The mission was clear: dig deep into consumer behavior and perceptions to build a precise picture of how cider fit—or didn’t fit—into their drinking habits.
Netscribes launched a comprehensive usage and attitude study, reaching 1,800 respondents across nine key markets. The research involved online surveys with 1,350 consumers who drank alcohol at least once a month. To better assess specific consumption patterns, we also conducted online and phone interviews. They dived into when, why, and how often the respondents reached for cider over other beverages.
The study didn’t stop at surface-level insights. We took a close look at how cider stacked up against other alcoholic drinks in terms of purchase patterns and preferred occasions. Was cider more of a summer refreshment or a year-round choice? Did consumers see it as a casual drink or something for special moments? Every response added another layer to the story.
Read more: 5 ways to leverage consumer behavior trends to boost your sales
The taste of success
With the takeaways from the usage and attitude study, the brewery was able to transform its cider strategy. By identifying primary consumer segments in each market, they honed in on who to target and how. Awareness campaigns became smarter, tailored to specific age groups, genders, and regions.
The impact was clear. Market share for cider jumped by 15%, thanks to focused marketing that resonated with the right consumers. Engagement levels climbed as the brand fine-tuned its messaging and chose the best channels to reach its audience. Distribution strategies got a makeover, which helped the brewery optimize purchase channels and refine tactics based on how and where consumers preferred to buy cider.
Read more: Techniques and best practices to conduct productive usage & attitude research
Cheers to a smarter strategy
With Netscribes’ tailored growth consulting solutions, the brewery redefined its approach to the cider market. What started as a challenge turned into an opportunity to build a more strategic, consumer-centric brand. With robust marketing and distribution strategies in place, the brand’s cider offerings found their perfect audience, proving that the right data can make even a slow-moving category fizz with potential.
Want to explore the key impact metrics of the comprehensive usage and attitude study? Download the full case study to learn more.
