Finding white space for premium low & no.
A global drinks brand wanted to enter the booming low-and-no category — without cannibalising its premium portfolio or chasing a fad. We helped them find the territory that only they could own.
A crowded category and a premium reputation to protect.
Low and no alcohol was no longer a niche — it was a battleground. The brand had the credibility to play, but every move risked diluting equity or being lost in the noise. They needed a proposition that felt unmistakably theirs.
- Category growing 30% YoY with new entrants weekly
- Risk of brand dilution if positioned wrong
- Internal disagreement on whether to extend or sub-brand
Co-creation, conjoint and a brutally honest white-space map.
We ran a 4-week co-creation sprint with drinkers and abstainers across three markets, then quantified appeal and trade-offs with conjoint. The output wasn’t a single ‘winning’ concept — it was a clear map of what was crowded, what was credible, and what the brand could uniquely own.
- Cultural deep-dive on the rise of mindful drinking
- Co-creation labs in London, NYC and Berlin
- Conjoint across 4 territories, 18 features, 3 price points
- Stress-tested with bar and grocery trade partners
Two propositions greenlit, one new sub-brand in market.
Of four territories explored, two cleared the threshold for launch. The brand’s first low-and-no sub-brand went live within 14 months, hitting a 73% concept appeal score and forecast £25M in year-one revenue without measurable cannibalisation of the premium core.
- Two propositions handed to NPD with full evidence dossier
- Sub-brand launched in on-trade and grocery within a year
- Brand health on the core portfolio held steady through launch
