product development: non-alcoholic beverages
Self-funded research and development project.
Research Question: “What do you drink when you don’t “drink”? Can we create an exciting beverage with relaxation-inducing physiological effects?”
market research for
non-alcoholic beverages
Conducted comprehensive research on the adult non-alcoholic beverage segment to discover a market opportunity with growing consumer interest and major brands launching zero-percent alcohol options.
- US non-alcoholic beer sales +44% in 2020 –Neilsen
- 58% of consumers are drinking more non-alcoholic beverages than last year.
- US non-alcoholic beverage market worth $400B+
jobs-to-be-done
Using JTBD as an innovation framework, I centred on these jobs from my perspective as a consumer.
- Relax socially without consuming alcohol
- Maintain health consciousness while socialising
- Improve health through functional beverage choices
- Enhance cognitive function through beverage consumption
- Experience mild euphoria without alcohol
product ideation process
Building on the research, I developed a concept for a low-sugar, functional, fermented beverage designed to address multiple Jobs-to-be-Done.
This process involved researching 30-40 potential additives: amino acids, herbal extracts, and pharmacological compounds.
Tibicos (Water kefir grains) were chosen as the base for lactobacterial fermentation, balancing health benefits with flavouring potential.
experimental design for beverage development
The development phase was rigorous and iterative, involving over 100 tests. These experiments systematically modified input ingredients, temperature regulation, fermentation duration, and ingredient concentrations.
Secondary processing introduced dry hopping with various hop varieties, while tertiary processing involved the careful addition of selected herbal compounds, extracts, amino acids, and OTC pharmacological compounds.
This meticulous approach allowed for fine-tuning of both flavor profile and functional benefits.
customer testing and feedback
Distributed regular batches to a dozen volunteers. Collected feedback on taste, carbonation, and subjective effects. Utilised feedback to inform iterative product development.
brand design and development
Brand brief: Bold, edgy, punk, hardcore-leaning, masculine aesthetic. Designed to appeal to males seeking a non-alcoholic alternative with a contrarian, eye-catching look.
mvp production and testing
Implemented a small-scale production process, including label design and application, to create the MVP. Samples were distributed to select testers, with feedback gathered through online surveys, providing valuable insights for potential future refinements.
93% of respondents ‘PLEASANTLY SURPRISED’ by the effect of Uncommon.
95% would HIGHLY CONSIDER buying.
100% experienced NOTICEABLE positive feeling.
80% would highly RECOMMEND to a FRIEND
