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.