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4 months ago

RE:FRESH Creative Campaign

C. SWOT Analysis

C. SWOT Analysis Strengths • Consumers looking for the “next new thing” in craft lagers - ready and willing to try new things • Few (good) radlers on the market • Craft beer identity, but with the refreshing, healthy, effervescence of a hard lemonade Weaknesses • Radlers have a poor brew-type recognition • Fleeting interest: consumers are faithful but never loyal • Saturated summer beer market Opportunities • Claim the craft radler market in Wisconsin • Build the association between radlers and Wisconsin Brewing Company • Radlers are German, which has strong ties to Wisconsin’s heritage and community Threats • Other craft breweries have the same idea

RESEARCH • 9 •

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