Drinkworks case study: How to launch a completely new product line

Sometimes innovation is iterative, other times you end up with things that defy easy aisle-categorization. And that’s where the path ...

Sometimes innovation is iterative, other times you end up with things that defy easy aisle-categorization. And that’s where the path to purchase strategy gets interesting.

That’s the case for Drinkworks, a joint venture of Keurig and ABI, which lets you make cocktails with the push of a button in the comfort of your own home. Drinkworks and Mosaic will share how they brought the brand to life and successfully created demand for this new product.

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