DRY increased revenue by 170% with data-based new product development
How DRY Soda Co. successfully launched a new product when the pandemic made traditional methods impossible.
DRY were in the process of developing their first ready-to-drink, zero-proof craft cocktails when the pandemic struck. They needed to understand if their concept for DRY Botanical Bitters & Soda was translating into the first moment of truth but couldn’t do things as they usually would.
Our original plan was to demo the product in store and at some bars where people are drinking or looking for alternatives, to try and buy, but we couldn’t do any of that.
Betsy Frost, CRO at DRY
DRY worked with small focus groups and then used Attest to validate the findings on a larger scale. CRO Betsy Frost terms the research method “quasi-quant” because the quantitative stats are grounded in qualitative research.
Attest gives me a larger sample size of a random group of people to see if what I am getting on a micro-level holds, or if it highlights gaps or warning signs in the feedback from a smaller, tip of the spear group.
DRY Botanical Bitters & Sodas was launched in three flavors and quickly became the #1 item on DRY’s site, with the variety pack selling more than twice the units of the next best seller. DRY Botanical Bitters & Soda also launched in the top 15 of new products on Amazon.
The design work we did with Attest truly brings to life the proposition of the complexity and sophistication of a zero-proof cocktail. The zero-sugar claim continues to be a core reason that people buy it and has been our number one search term, which was based on a core learning that emerged from the research.