Drink Works approached InBev with proactive research into the ABV preferences of UK beer drinkers, modelled by occasion.
The conclusion was that the correlation of premium brand values to strong beers was driven more by industry convention than by consumer needs.
Drink Works developed a range of 4% ABV concepts across the Beck’s and Artois brands and ran a test market in 50 outlets resulting in the 2007 launch of Beck’s Vier.
