Brand then invited 14 beer tasters to put new samples of the product to the test

With a track record of listening to consumer insights and using that data to help drive its innovation pipeline, local beer giant Red Stripe recently hosted a taste testing session for its new Apple-flavoured lager after receiving mixed reviews online.

The data suggested that Apple would have been the next winning flavour in the brand’s extensive portfolio and consumers took to social media to declare which side of the taste fence they were on.

Though for some it was the next big thing since Red Stripe Melon, others felt like Red Stripe Apple didn’t quite hit the mark. 

The social media buzz around the innovation caught the attention of the beer maker and, in the spirit of inclusivity, the self-styled ‘World’s Coolest Beer Company’ created an official feedback form online and decided to use the new data to make adjustments to the liquid. The brand then invited 14 beer tasters to put new samples of the product to the test.

Always a flavor for everyone

Melissa-Kim Johnson, Red Stripe Flavours brand manager, said: “We always say there’s a flavour for everyone. Your favourite may be Sorrel, while mine is Melon. So, we don’t expect everyone to love all of the Red Stripe flavours. But we do believe in listening to our consumers and responding to genuine feedback so we rolled out this optimisation plan as a result of that.”

One consumer, Cayli Keane shared: “At first, I didn’t think the flavour needed changing until I tasted the new samples. I had liked the original because it tasted like apple candy, it was fruity but not too sweet. But once I tasted the fourth sample, I realised it had a ginger flavour that was definitely missing from the original. The inclusion of the ginger, for me, was for sure an improvement on the taste.”

Keane and the rest of the beer-tasting panel were hosted at the Spanish Town Road brewery on March 5.

“I was excited for the invitation from Red Stripe to be a taste tester, especially because I absolutely love the flavours. I definitely feel like the brand cares about what we as consumers have to say and that makes me love the brand even more,” she said, adding that the process was enlightening.

The taste testers were treated to a day of fun interactions and were also surprised with an opportunity to sample a brand-new flavour. According to Keane, “getting to taste the mystery flavours was a highlight of the day for me. It’s really cool to know that when the new flavour comes out I’ll be able to say that I had a say in the decision”.