Drinkworks: Home Bar by Keurig
In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company's upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an innovative home bar system that let consumers make single-serving cocktails or beer with the push of a button. Keurig and AB InBev provided valuable technological, supply chain, and regulatory expertise, but since the Drinkworks Home Bar was a novel product, there were no established market benchmarks for the Drinkworks team to follow as they prepared for the Home Bar's upcoming market launch. After conducting several market research experiments, they needed to interpret the results and make several decisions around customer segmentation, value proposition, product assortment, pricing, and distribution channels. Could Drinkworks be the next billion-dollar opportunity for Keurig and AB InBev?