A global beverages client was looking for the next big thing: a trends-forward beverage to disrupt the cocktail space. Their internal innovation teams looked to the perceived health benefits of seaweed and came to rest on the idea of a seaweed-infused vodka; however, they didn’t know if there was enough potential interest to warrant continued development.

We recruited bartenders in cocktail-heavy markets (like San Francisco) and conducted in-bar interviews to get feedback on the idea. We also shared design concepts to both speak to the idea and demonstrate a bottle design. Our primary questions: How would this fit in the market? Can you envision integrating this into your menu? Will anyone drink this?

Qualitative input indicated that the idea wasn’t right for the time. Our research saved potential R&D dollars and ultimately strengthened the innovation pipeline by removing a less viable candidate for development.

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