Market Research Daily Tip: What does the lack of information tell you
Avi Trachtman
Consultant & Founder at Trachtman Consulting | Helped raise over $160M | Market Research | Strategy, Processes & Operations optimization | Financial Modeling | Pricing | Valuations
And this is true, especially when you add some common sense.
Take White Claw for example, a brand that much like Winnebago or Coke is actually more famous than the category it's in (see above) and yet - this fame doesn't matter when you go to the grocery store and see dozens of other options.
White Claw hadn't revealed their revenue since 2019-2020 !! But knowing that Truly, their "classic" competitor had been declining AND that there are so many other companies that are doing the same, AND that at the end of the day we're talking about some seltzer, some alcohol and some flavor - and nothing more sophisticated or with tasting notes (e.g. wine, beer), or alternatively something with mythical presence (Pliny the Younger, Pappy) - it is fair to say, White Claw today, is not White Claw of 2019, even if the market itself had seen significant growth
And if you look into the other graph - hard seltzer might be all that, but it is not beer.