Case Study: Veylinx boosts hard seltzer innovation insights with Greenbook

Veylinx boosts hard seltzer demand 12% with Greenbook insights

The customer, Veylinx, faced uncertainty about the long-term prospects of the hard seltzer market as sales growth for leading brands began to slow. Their challenge was to understand true consumer demand for top brands and identify growth opportunities from potential product innovations. To address this, they turned to vendor Greenbook and utilized Veylinx's own proprietary behavioral research methodology.

Greenbook's solution involved using Veylinx's unique bidding platform, which uses real money to reveal consumers' true willingness to pay and avoid hypothetical bias. They tested eight hard seltzer brands with eight different added benefits. The results showed that most added benefits drive purchase interest, but with significant variation; CBD boosted demand by 12% on average, while kombucha lowered it by 6%. The study confirmed that product innovation is a viable route for growth, as every brand except one had at least one added benefit that increased demand.

Veylinx