Drinkworks case study: How to launch a completely new product line
Tuesday, April 30, 2019
1:30 PM - 2:00 PM
Sometimes innovation is iterative, other times you end up with things that defy easy aisle-categorization. And that's where the path to purchase strategy gets interesting.
That's the case for Drinkworks, which lets you to make cocktails in the comfort of your own home - with the push of a button! Of course, with a new product category (spirits on demand) come new shopper marketing challenges. Drinkworks, a joint venture of Keurig and ABI, and Mosaic will share how they brought Drinkworks to life and successfully created demand for this new product.