HIKE Hopped Seltzer
HIKE is a non-alcoholic seltzer that uses hops in the brewing process. It is a new entrant to the non-alcoholic market, starting in Richmond, Virginia. The values of the company are to take bold actions and go against the grain. It does this by its branding and tagline “Live to get radical”
The Ask
How can Hike reach and create brand visibility with Gen-Z while increasing sales?
Objective
Introduce college students to a new beverage that may be out of their comfort zone.
Research Methods
Netnography, Focus Groups, Surveys, Market Research
Target
Gen Z ages 18-25 who are caught up in their routines and doesn’t like deviating from it.
Findings
Sober Curious Generation?
Generation Z doesn’t need alcohol to have a good time. Through our research and focus groups, we learned that college students are indifferent to drinking when going out and value spending time with close friends
Close Friends/ Routines
For Gen Z, once they are comfortable with the friends they’ve made, they rarely want to open up to new people and want to spend their college years with them and stick to it, rarely deviating. You can say the same about their daily routines in college, whether it be a specific time they grab dinner at that cafe or the time they study for classes; all students have some sort of routine. No matter how organized or disorganized they are, they can’t be bothered to deviate from that routine
Problem
College students are too busy to break their routines and habits.
Team
Moira Sirois,Nick Popeck, Jackson Huynh
