CBA Turns its pH Experiment into New Growth Unit

Dear Client: Last year, Craft Brew Alliance announced a new project to mine consumer insights. Dubbed the pH Experiment beverage initiative, its objective was to "explore opportunities outside of beer." Meanwhile they also launched a consumer research projects with the Yale Center for Customer Insights and global consultancy Prophet. Now they're codifying these initiatives in a standalone business unit. Where last year's project simply tapped consumer focus groups for insights [see CBD 09-05-2018], this evolution will actually pilot a handful