The Craft Brew Alliance is launching a new standalone business unit, the pH Experiment, dedicated to creating, incubating, and accelerating growth with new products. The unit is targeting $25 million in revenue by 2025.
According to the company, the pH Experiment represents the evolution of CBA's innovation team and its pH Experiment beverage initiative, which launched in 2018 as a test to explore opportunities outside of beer, as well as recent consumer research projects with the Yale Center for Customer Insights and global consultancy Prophet. CBA says craft beer will continue to be at the heart of its business, but the pH Experiment will be focused on anticipating and identifying drinkers' needs.
The pH Experiment will expand on the innovation team's test-and-learn platform, tapping into the company's resources, distribution capability, and consumer research insights to develop, test, and evaluate a range of new products in select markets across the U.S. New products are expected to launch this spring, with additional tests planned this year.
The unit's first new product will be Pre Aperitivo Spritz, which CBA describes as a 6.6 percent ABV dry, botanical bubbly with an herbaceous bitterness that stays "unapologetically true" to a classic Italian aperitiv.
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