Strengthening Beck's Brand Position

6-day

community

drinkers (18-49)

Germany

market

6-day

community

drinkers (18-49)

Germany

market

The challenge

Mapping current perceptions in a crowded beer landscape

Beck's needed to identify their true position in the complex German beer landscape and understand the specific needs their product was meeting, or missing, compared to the competition. We launched an intensive six-day online community with 24 drinkers aged 18 to 49, split 50/50 between Beck's loyalists and those who had lapsed or preferred competitors.

Industry

Drinks, beer

Solution

Positioning

Market

Germany

Participants

24 drinkers, 18 to 49 (50/50 loyalists and lapsed)

Methods

Native German moderation, projective tasks, positioning audit

The approach

Navigating cultural nuance with native moderation

To ensure we captured the subtle cultural cues of the German market, we managed the community with a native German moderator and translator.

Projective discovery

We used a variety of projective tasks and discussions to explore attitudes towards beer as a treat and where Beck's fitted into specific celebratory moments.

Positioning audit

This deep-dive allowed us to explore consumer attitudes and perceptions of Beck's and its position within the wider category landscape.

The result

A growth roadmap grounded in consumer cues

The research gave Beck's a deeper understanding of consumer perceptions, enabling them to formulate hypotheses about the positive and negative influences on brand growth. This work clarified Beck's true position, highlighted the levers that can strengthen loyalty and unlock consideration, and has since informed their innovation pipeline and global communication strategy.