The beverage industry is facing tumultuous times, as the distribution process is more dynamic than ever before. Demanding consumers, increased product variety and new technology are all contributing to the growing complexity of the distribution process. It is essential for beverage companies to know consumer hotspots in order to allocate their resources efficiently.
Consumer beer preferences evolve in unpredictable ways. The rise in craft beer mirrors appetites for novelty, but brands have to be careful to keep old and emerging classic brews on their menus. Brands also need to know when to distribute the right beers to areas where consumers will enjoy them the most.
Our solution was to quantify and localize the latest beer trends, showing our client what people like to drink, where, and during what key life moments.
✦ Mined data from 10 different markets across the EU, US, and Asia
✦ Used visual recognition to analyze over 800.000 images, clustering them into groups and extracting concepts related to atmosphere and sentiment
✦ Segmented information on over 20.000 horeca establishments blending offline and online information
The results were as follows:
✦ Identified and classified over 150 beer drinking trends into 5 characteristic preferences and occasions
✦ Localized trends by city for each market
✦ Visualized insights in an interactive dashboard, mapping out each trend’s popularity per country and over time
✦ Saved our client 80% in costs compared to their previous market research methods