How A-B is Hacking Innovation

Dear Client: Last week was A-B's third annual "I-Week" at The Liberty Warehouse in Red Hook, Brooklyn. The "I" is for innovation. Indeed, it's a sort of "hack-a-thon" for beverages. During the week's course, tens of ideas are prototyped and vetted across thousands of consumers, both in person and online. By week's end, twenty or so beer fawn will stagger into the real world as pilots ( see "I-week by the numbers"), to potentially scale from there. Our gut reaction: