Case Study
Understanding Above Premium Beer Consumers: A Segmentation Strategy for a Global Beverage Company
overview
Guiding Portfolio Growth in the Above Premium Beer Category
A top-tier beverage company sought to refine its approach in the competitive Above Premium beer market. With an eye toward long-term growth, the organization partnered with C+R Research to gain foundational insights into consumer behaviors, attitudes, and motivations.
This comprehensive segmentation study delivered more than consumer profiles—it revealed actionable paths to brand development and innovation. The results are being used to enhance messaging, optimize assortment, and connect with today’s diverse and dynamic beer drinkers.
THE PROBLEM
Which Needs Drive Above Premium Beer Choice Today?
The client needed to strengthen its presence in the Above Premium segment across North America (U.S. and Canada). Key business questions included:
- What drives beer selection among Above Premium consumers?
- How do needs and attitudes differ across regions and demographic subgroups?
- How can brands in the portfolio align with these diverse and evolving needs?
The goal was to identify and quantify need-based segments to help prioritize growth opportunities, especially with younger and multicultural consumers.
OUR APPROACH
A Cross-National, Needs-Based Segmentation
C+R Research conducted a robust quantitative study among over 2,100 legal-age Above Premium beer drinkers across the U.S. and Canada. The research included dedicated samples of:
- Gen Z adults (ages 21–26)
- Hispanic/Latino consumers (U.S.)
- Newcomers to Canada (within the last 4 years)
Surveys were fielded in English, Spanish, and French, and a MaxDiff trade-off analysis identified the most important functional and emotional drivers of beer choice.
The goal of the segmentation was to divide Above Premium beer consumers into subgroups that:
- Have similar needs and motivations within their segment but differ from other segments.
- Respond similarly to marketing within their segment but differently from other segments.
- Provide insights for product development, messaging, and strategies tailored to their needs.
From this, five distinct consumer segments emerged. The needs identified opportunities on a spectrum of flavor vs. function that included elements of refreshment, control, connection and flavor.
Brand perceptions, emotional needs, and consumption occasions were also mapped to uncover whitespace and areas for brand alignment.
The result
A Smarter, Segment-Driven Brand Strategy
The research delivered a strategic framework to support innovation and marketing across the Above Premium portfolio:
- Targeted Growth Opportunities: Each segment represents a unique need state with distinct emotional drivers and consumption patterns, highlighting the importance of a multi-brand strategy.
- Gen Z and Multicultural Audiences Hold Untapped Potential: These groups have distinct needs and seek products to support their priorities and lifestyle.
- Brand Performance Benchmarks: Perceptual maps showed which brands are best aligned with each segment’s needs—and where competitors are outperforming.
- Geographic Nuances Matter: Canadian consumers showed stronger segment differentiation and different drivers than their U.S. counterparts, offering opportunities for market-specific strategies.
The segmentation now serves as a strategic lens through which the company can evaluate new product development, messaging frameworks, and in-market execution—ensuring their Above Premium offerings resonate across consumer groups.
proven experience
related case studies
