Carlsberg

They brew - you review

Client
Year
2022 - ongoing
Deliverables
Webshop
UI & design system
Visual identity
Web platform
Customer insights
Project overview

Experimental Brews is a new brand developed by Carlsberg and Carlsberg Research Laboratory to elevate the innovative experimentation in the science of brewing 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 in Carlsberg Research Laboratory and are not available for purchase 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 a part of an exclusive club with unique offerings. Moreover, as a member you are required to leave an honest review of each experiment for the scientist to learn, 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 enabled them to elevate their experimentation by digital innovation.

Kvalifik currently have an ongoing collaboration with Experimental Brews.

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Challenge
Process
Challenge_

SCALING INNOVATION

When Carlsberg approached Kvalifik for help with elevating 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 build 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 set-up was uninviting and being reviews are the main currency for Carlsberg Research Laboratory it was a must to elevate the process. The team at Kvalifik recognized that in order to effectively address these challenges, a comprehensive approach was needed. This would involve a thorough analysis, innovative workshops and a close examination of the unique business model and their future vision.

Process_

ELEVATING A SUBSCRIPTION

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 seamless 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 was 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 robust and scalable webshop that could handle a growing number of customers. This involved integrating advanced features such as subscription management, automated e-mail flows, custom feedback platform and a much more robust checkout process.

After going live

After going live with the solution to the initial challenge, Kvalifik has continued to develop features to elevate the platform. The three main additions to the webshop is 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 in innovating the newest and most experimental brews. It also explains the Four Pillars of Carlsberg Research Laboratory so each member can feel engage in each of the experiments as they see what have 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 to a loved one as a gift. We were able to customize the checkout flow and add an additional landing page to elevate the user experience. The whole flow was automated and the gift recipient were able to receive the gift within seconds.

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Results

Experimental Brews is now a revolutionary subscription service that offers beer enthusiasts a chance to discover and enjoy new, exclusive and innovative brews every month, making it a perfect gift for anyone looking to explore new beers and expand their palate or a great way to treat yourself with some excellent crafted brews.

The platform is not just for subscribing but it allows subscribers to take a virtual tour of a brewery and learn about the brewing process and the history behind Carlsberg Research Laboratory. This interactive experience allows members to connect with the brand and understand the science craftsmanship that goes into each and every brew they receive.

Combining the subscription service, gamification, and interactive brewery experience, Carlsberg has created a truly innovative, immersive and engaging experience for all beer enthusiasts.

Subscribers can now not only enjoy a variety of unique and experimental brews each month, but also participate actively on the platform. As a result, we provided beer-drinkers with a new way to explore and discover unique brews each month, making it the perfect gift for any beer lover or a great way to treat yourself.

Kvalifik is developing digital marketing assets and running the digital campaigns to increase the brand awareness and acquire more members.

614%
Increase in subscribers
250%
Increase in CTR
380%
Increase in impressions
614%
Increase in revenue
Results

Experimental Brews is now a revolutionary subscription service that offers beer enthusiasts a chance to discover and enjoy new, exclusive and innovative brews every month, making it a perfect gift for anyone looking to explore new beers and expand their palate or a great way to treat yourself with some excellent crafted brews.

The platform is not just for subscribing but it allows subscribers to take a virtual tour of a brewery and learn about the brewing process and the history behind Carlsberg Research Laboratory. This interactive experience allows members to connect with the brand and understand the science craftsmanship that goes into each and every brew they receive.

Combining the subscription service, gamification, and interactive brewery experience, Carlsberg has created a truly innovative, immersive and engaging experience for all beer enthusiasts.

Subscribers can now not only enjoy a variety of unique and experimental brews each month, but also participate actively on the platform. As a result, we provided beer-drinkers with a new way to explore and discover unique brews each month, making it the perfect gift for any beer lover or a great way to treat yourself.

Kvalifik is developing digital marketing assets and running the digital campaigns to increase the brand awareness and acquire more members.

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