CONTEXT

Unlike beer or wine, having cocktails outside of a bar or restaurant typically requires multiple ingredients, equipment, and knowledge, making cocktails less accessible than their other alcoholic counterparts. As part of an entrepreneurship class (New Venture Development) at Kellogg, my team wanted to find a way for people to make, share, and enjoy cocktails more easily at home or on-the-go.

RESEARCH

Secondary Research: We researched competitors players in the RTD alcohol market, analogous industry players (i.e., distilleries), and current product trends to understand current offerings in the space.
‍
Customer Interviews & Focus Group: We facilitated 20 user interviews with participants ages 21 - 55 and also led a focus group with 4 self-described "avid lotion users" across 4 states.

DESIGN

Market Interest: We launched a series of low-fidelity ads on Facebook to gauge interest and identify potential target audiences.

Prototypes: In parallel, my team and I also worked in our kitchens to create a product form that could be tested with classmates and friends for feedback.