Walmart's Trouble Brewing Taste Test

Trouble Brewing Taste Test

1.31.17 - 2.5.17

Walmart’s New Private Label Craft Beer

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All respondents identified themselves as “regular” craft beer drinkers

Who Are These Taste-Testers?

Gender: Male - 55% Female - 45%

Age: 21-24 - 1% 25-34 - 36% 35-44 - 38% 45-54 - 20% 55-64 - 4% 65+ - 1%

Which craft beer varieties do you drink on a regular basis?

Pale Ale - 69% Amber - 60% Belgian White - 59% IPA - 58%

N = 113

Agent Locations

How Did the Taste Test Work?

Field Agent enlisted 113 craft beer drinkers from its panel of almost 1 million U.S.-based agents to participate in this Trouble Brewing Taste Test. The taste test worked as follows:

• Agents visited specific Walmart Supercenters • They purchased (1) “A Pack of Trouble” Variety Pack

- Variety pack consisted of Cat’s Away IPA, After Party Pale Ale, ‘Round Midnight Belgian White, and Red Flag Amber

- All four beers are made exclusively for and sold exclusively by Walmart

• Agents submitted a photo of their receipt • Field Agent instructed agents to return to their homes for the

taste test - Agents were required to refrigerate the beer for at least (4)

hours - Agents submitted photos of the beer inside their

refrigerators • The Field Agent app guided agents through the taste test step-

by-step - Agents were instructed to take 2-3 small sips of each beer

variety - To ensure the truest evaluation, agents cleansed their

palates after sampling each beer • Following each beer-tasting (4 in all), agents answered a series

of questions about the specific brand

Agent Photos: Refrigerators and Receipts

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Standing Out From The Pack?

10% Trouble Brewing brands accounted for approximately 1/10th of pictures received

Take 1-3 photos of craft beer brands you are particularly interested in trying for the first time

Agent Photos

Agent Photos

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Compared to the other on-shelf craft beers, how appealing is the (a) PRICE and (b) LOOK (i.e., branding, packaging) of the "A Pack of Trouble" Variety Pack?

19%

38%

35%

7%

1%

16%

28%

38%

16%

2%

Extremely appealing Very appealing Moderately appealing Not very appealing Not at all appealing

Price

Look

Agent Photo

Did Trouble Brewing Stand Out on Store Shelves?

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Taste Test: Cat’s Away IPA

Compared to other IPA craft beers, how would you rate the TASTE/FLAVOR of Cat’s Away IPA?

14%

32%

38%

9%8%

13%

34%

40%

8%6%

5 - Very good 4 - Good 3 - Average 2 - Poor 1 - Very poor

IPA Drinkers Only (n = 66)

All Craft Beer-Drinkers (N = 113)

How likely are you to purchase Cat’s Away IPA again in the future (if sold separately from any variety pack)?

12%

26%

23%24%

15%

10%

20%

25%

27%

18%


IPA Drinkers Only (n = 66)

All Craft Beer-Drinkers (N = 113)Agent Photo

Completely likely Very likely Moderately likely Not very likely Not at all likely

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Taste Test: Cat’s Away IPA, cont.

Did knowing it’s a Walmart private label affect ratings?Field Agent divided all 113 taste tests equally into two groups: one group was told from the outset that Trouble Brewing is a Walmart private label. The other group was not told. Did knowing the beer was a Walmart store brand influence ratings?

KNEW BEER WAS WMT PRIVATE LABEL:

54% rated Cat’s Away IPA very good or good

29% would be completely or very likely to buy again

38% rated very good or good


In Their Own Words: Cat’s Away IPAQuotes were derived exclusively from regular IPA drinkers.

“Compared to other IPAs it felt like a cheap one. Tasted fairly bitter and the aroma was not one that I liked…

Would not buy again.”

“I typically do not prefer IPA beers. However, I enjoyed this one very much. I would probably buy this beer. The reason I don't prefer IPAs is because of the hoppy, bitter

flavor, but this one is not too hoppy or bitter. Great flavor.”

Did NOT KNOW:

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Compared to other Pale Ale craft beers, how would you rate the TASTE/FLAVOR of After Party Pale Ale?

How likely are you to purchase After Party Pale Ale again in the future (if sold separately from any variety pack)?

Agent Photo

Taste Test: After Party Pale Ale

14%

31%32%

18%

5%

18%

31%32%

14%

4%

Extremely appealing Very appealing Moderately appealing Not very appealing Not at all appealing

Pale Ale Drinkers Only (n = 78)



13%

21%

28%27%

12%12%

25%27%

26%

11%





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Taste Test: After Party Pale Ale, cont.


52% rate After Party Pale Ale very good or good




In Their Own Words: After Party Pale AleQuotes were derived exclusively from regular pale ale drinkers.

“Malt has decent flavor. Not as bright or hoppy as I prefer pale ales. The bitterness is weak; it feels like the malt is

taking over the beer. Not a good balance.”

“The beer has a very good flavor, light for a pale ale. Very delicious. However, it doesn't have the best aftertaste. Not as

potent as many other pale ales. But, with that being said, much better than I was expecting for a Walmart brand.”

Did NOT KNOW:

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Compared to other Belgian White craft beers, how would you rate the TASTE/FLAVOR of ‘Round Midnight Belgian White

How likely are you to purchase ‘Round Midnight Belgian White again in the future (if sold separately from any variety pack)?

Agent Photo

Taste Test: ‘Round Midnight Belgian White33%

37%

15%

10%

4%

27%

35%

21%

11%

6%




27%

33%

19%

10% 10%

20%

29%

21%

17%

12%


Belgian White Drinkers Only (n = 67)


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66% rate ‘Round Midnight Belgian White very good or good




In Their Own Words: ‘Round Midnight Belgian WhiteQuotes were derived exclusively from regular Belgian White drinkers.

“This is a very ordinary beer. Light in flavor and color. This tastes less like a craft beer and more like a mass produced

popular [beer], but not a standout beer.”

“I really enjoyed the full taste of the 'Round Midnight Belgian Ale. It tasted like a Blue Moon but with a hint of orange. This

would be a great beer for a hot day outside.”

Did NOT KNOW:

Taste Test: ‘Round Midnight Belgian White, cont.

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Compared to other Amber craft beers, how would you rate the TASTE/FLAVOR of Red Flag Amber?

How likely are you to purchase Red Flag Amber again in the future (if sold separately from any variety pack)?

Agent Photo

Taste Test: Red Flag Amber 35%

26%

16%

9%

13%

36%

25%

19%

6%

13%


Amber Drinkers Only (n = 68)


21%

28%

25%

10%

16%

21%

27%25%

14%13%


Amber Drinkers Only (n = 68)


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59% rate Red Flag Amber White very good or good




In Their Own Words: Red Flag AmberQuotes were derived exclusively from regular amber drinkers.

“My favorite of the four. Sweet honey and caramel taste. More carbonated than the other three, which I look for in

a beer. Full body and crisp. Would drink it again.”

“This beer is rather sweet for my liking. Once you swallow it, I taste berries. I feel that the label should have some fruit on it.

It doesn’t taste bad, just a sweet pucker once you swallow.”

Did NOT KNOW:

Taste Test: Red Flag Amber, cont.

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Of those who sampled the beer not knowing it was Walmart private label, 63% said they were extremely or very surprised to find out

Taken together, 40% of taste-testers said Walmart’s four-variety Trouble Brewing line is either extremely or very appealing

In Conclusion: Washing It All Down

Only 12% said they knew, prior to the survey, that Trouble Brewing is a Walmart private label beer

Agent Photo

“I see nothing wrong with a retailer having their own private label of beer. I think it's awesome that someone can get quality craft beers at a Walmart

price.”

“It's great to see Walmart bringing craft beers to mainstream levels, but these beers do not live up to craft flavors. They lack the character and full body of small batch brewing but may be a good gateway

beer for the [crowd].”

“I don't really think about who is selling a beer or if it's a store brand. If I like something, I buy it at the most convenient location with a reasonable price.”

“I honestly don't like the idea of mass-produced craft beer. “

“I think it is ingenious. Walmart has great pricing and a good variety to appeal to a wide audience.

Therefore a private label IPA or craft beer is a smart decision to appeal to a mass group who are buying

these beers.”

“I think Walmart should probably leave brewing beer to the professionals. “

In Their Own Words

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Walmart's Trouble Brewing Taste Test

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