Brewing a digital experience that drove 614% growth

Experimental Brews is a new brand developed by Carlsberg and Carlsberg Research Laboratory to push experimentation in the science of brewing further and to collect customer insight through feedback.

Customers can now subscribe to receive a 6-pack of a new and experimental beer each month. These brews have been created by a team of expert brewers and scientists at Carlsberg Research Laboratory and are not available in stores. By subscribing, customers have access to exclusive and one-of-a-kind beers that are constantly rotating and evolving. As a member, you are part of an exclusive club with unique offerings. You are also required to leave an honest review of each experiment so the scientists can learn from it, and you have access to an exclusive virtual beer tasting on demand.

Carlsberg Research Laboratory has one purpose: to develop beer of the highest possible quality and provide a model for brewing in Denmark and the rest of the world. We gave them the digital tools to take their experimentation further.

Kvalifik has an ongoing collaboration with Experimental Brews.

Experimental Brews is now a subscription service that lets beer enthusiasts discover new, exclusive and experimental brews every month. That makes it a perfect gift for anyone who wants to explore new beers and expand their palate, or a great way to treat yourself to some excellently crafted brews.

The platform does more than handle subscriptions. It lets subscribers take a virtual tour of a brewery and learn about the brewing process and the history behind Carlsberg Research Laboratory. This interactive experience lets members connect with the brand and understand the science and craftsmanship that go into every brew they receive.

By combining the subscription service, gamification and the interactive brewery experience, Carlsberg has created an engaging experience for beer enthusiasts.

Subscribers can now enjoy a variety of unique and experimental brews each month and take an active part on the platform. As a result, beer drinkers have a new way to explore and discover unique brews each month, which makes it the perfect gift for any beer lover or a great way to treat yourself.

Kvalifik develops the digital marketing assets and runs the digital campaigns that build brand awareness and bring in new members.

When Carlsberg approached Kvalifik for help with their brand, webshop, and overall online presence, they were facing several challenges.

One of the main issues they were facing was that their existing website built in Wix was inflexible and could not be easily scaled to accommodate their growing customer base. As a result, the website was not providing the user-friendly experience that their customers needed and desired. They were closed for new members until the challenge was solved.

Another issue was how feedback was collected. The setup was uninviting, and since reviews are the main currency for Carlsberg Research Laboratory, the process had to improve. The team at Kvalifik recognized that in order to effectively address these challenges, a comprehensive approach was needed. This would involve a thorough analysis, workshops and a close examination of the unique business model and their future vision.

With this information, the team at Kvalifik began the process of creating a new and more effective online presence for Experimental Brews. The first step was to redesign the existing website, creating a more user-friendly and visually appealing interface that would provide customers with a smooth and enjoyable online experience. In less than two weeks, the brand identity of Experimental Brews was created to reflect the unique and ever-changing nature of the product. A logo, color palette, and visual language were developed to communicate a sense of experimentation and innovation, which is consistent across all branding materials including the website and digital presence.

In addition to the website redesign, in the following 6 weeks the team at Kvalifik developed a more stable and scalable webshop that could handle a growing number of customers. This involved integrating advanced features such as subscription management, automated e-mail flows, a custom feedback platform and a much more reliable checkout process.

After going live

After going live with the solution to the initial challenge, Kvalifik has continued to develop features that improve the platform. The three main additions to the webshop are Gamification, Science of Brewing and Gift a Subscription.

Gamification

The gamification aspect of the service allows subscribers to earn badges for their engagement with the service such as reviewing the brews they are receiving, referring friends and sharing on social media. This feature adds a layer of fun and competition to the subscription service, encouraging members to actively engage with the brand and share their thoughts and opinions directly in the platform.

Science of Brewing

The Science of Brewing is an interactive brewery experience that allows members to understand the purpose behind the experiments as well as the complexity of developing the newest and most experimental brews. It also explains the Four Pillars of Carlsberg Research Laboratory, so each member can feel engaged in each of the experiments as they see what has been altered in the brew they received.

Gift a Subscription

Lastly, in less than 2 weeks we managed to upgrade the webshop with a gifting feature that allows both members and non-members to purchase a membership for a loved one as a gift. We were able to customize the checkout flow and add an additional landing page to improve the user experience. The whole flow was automated, and the gift recipient was able to receive the gift within seconds.