Problem:
0% alcohol-free beer has a limited target group of customers, such as health-conscious people, pregnant women, designated drivers or workers who would like beer to accompany their lunch, but don’t want to return to work inebriated.
How to increase sales within this limited market?
Insight:
Why not extend this market to 1.6 billion untapped market for 0 % alcohol beer. The Muslim population, which is completely overlooked.
Solution:
Communicate and reassure the Muslims that Kaliber not only has the premium Irish beer taste (Kaliber is proudly made by Guinness) but also is a Halal product, since it doesn’t contain any alcohol.
Kaliber also can be a tool to connect alcohol and non-alcohol users.