Failure Case Study: Sapporo Green Aroma; The challenges of targeting a specific consumer group in a shrinking beer market
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Sapporo Green Aroma is a new genre beer targeting women, with a botanical aroma and reduced carbohydrates. However, it failed to appeal to the target audience, and was withdrawn from store shelves only three months after launch. Japan's beer market, including the new genre beer segment, has matured, making it difficult for a new product with no significant unique selling point to succeed. Japan's beer players need to develop new flavors and styles for future survival.
Scope
"Failure Case Study: Sapporo Green Aroma " is part of Canadean's Successes and Failures research and explores the failure of Sapporo Green Aroma new genre beer in Japan.
WHAT Understand the product concept and positioning of Sapporo Green Aroma new genre beer.
WHY Discover why Sapporo Green Aroma did not appeal to its target audience.
TAKE-OUT: Learn from the failure of Sapporo Green Aroma, and discuss what elements beer marketers should look at in a shrinking market.
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