Lindemans—reinvigorating the US market

After 40 years in the US market and facing an increasingly competitive craft beer industry, Lindemans needed to rethink its go-to-market strategy

THE CHALLENGE

Lindemans has been importing their traditional Lambic beer in the US for over 4 decades. Their growth in the US has happened organically, without much investment and marketing effort. Now, the company was facing a much more competitive space with many craft beers, fruit beer alternatives, and local equivalents entering the space. The challenge for this collaboration was to create a new go-to-market strategy in order to reinvigorate sales.

OUR SOLUTION

Startle conducted market research through three channels:

• Data analysis—based on existing market intelligence from different sources, we identified the key reasons for Lindemans’ difficult market position

• Competitive analysis—we looked at the direct competitive products, but focused on emerging alternatives that appealed to their core customer

• Focus groups—we sought qualitative input from a diverse group of target customers

THE OUTCOME

Based on our findings, Lindemans needed to (1) change their packaging to better appeal to the shifted nature of the market, and (2) invest in novel marketing efforts. 

Startle built the roadmap for product re-launch and continues to oversee the execution, turning around the sales trend and achieving sustainable growth for the brand in the US market.