Test launch is the new black: How learning in-market can optimise launch success

Drinkworks, the beverage innovation company, adopted a launch-and-learn strategy to bring its new-to-world Home Bar system to market in the US.

There is a powerful trend toward launching new products in test markets. Some organisations use this as a way to skip the stage-gate process and get to market faster in a competitive landscape, while others aim to mitigate risk. Drinkworks, an AB InB Barsystem to market. Realising that there is only value in a test market strategy if you allow real consumer insights to fuel the fire at every stage, Drinkworks partnered with AMC Global (a leader in new product launch research), to create a best-in-class research plan for the Drinkworks Home Bar launch.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands