Objective To design an innovative beer bottle Opportunity To place a product in a growing market Target user Beer consumers 25
The beer market is divided in two groups: The generic ones, which aim the general population with standard flavours that usually please the great majority of people, and the more minoritary ones, that have a more original flavour but only reach those with such special tastes. The challenge we are facing, therefore, seems obvious: How could we make a beer that everyone would love? Customization: Beer lovers should be able to try a product that truly meets their tastes. Exotic: Rare flavours should be available for those who like to experiment new sensations. Money: Craft home-made beer is expensive to produce, and this prevents consumers from brewing it themselves. Time: Not everyone is willing to spend the time they would need to brew their own beer at home. 26
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