"As a beer lover, I struggled to find a decent drink. When I was planning to celebrate my birthday, I wondered why none of my favorite bars and restaurants carried a single non-alcoholic beer. This motivated me to launch Al's; a great tasting, easy drinking brew to enjoy all of life's social and celebratory moments without alcohol."
Alban de Pury, Founder of Al's
DRINK ALS MARKETING CAMPAIGN
M.P.S. Design Management at Pratt Institute, Advertising & Promotions
Alban de Pury positions Al's as a non alcoholic beer alternative that can still connote social, refreshing, and tasty without compromising the morning after.. whether the decision to opt of of alcoholic beer is a conscious lifestyle decision or simply a one-night of to ditch the hangover.
Core Values / Key Insight
01
Young people are drinking less than generations before them and making life decisions to stop drinking at a younger age (source)
02
The global non-alcoholic beer market was expected to grow from $15.09 billion to $16.65 billion in 2021 at a compound annual growth rate of 10.3% (source)
03
Companies like Heineken and Corona are creating non-alcoholic beers. Craft non-alcoholic beers are becoming new innovative alternatives (source)
04
There are more health conscious consumers with focus on improving health, managing weight, reducing risk of disease, and avoiding a hangover. (source)
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Al's Differentiators
Them
Advocate healthy benefits of drinking non-alcoholic beer
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Well-being
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Hiking
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Outdoorsy lifestyle
US
Advocate social and taste benefits of drinking Al's
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No more hangovers
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No compromise
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No regrets
Customer Journey Map
New Customer
Investment
Action
Reward
Desire to be social without drinking alcohol
Search for non-alcoholic option or overall better alternative
Feel comfortable socializing and enjoy sipping on a drink without the fear of a hangover
Continue to enjoy nights out without the effects of alcohol
Drink Al's
Stumble across Al's at a bar or local bodega
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who says you need to regret last night's decisions?