The CREATORS PROJECT

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The challenge

Back in 2014, Steinlager was at the centre of a storm. Making up 52 percent of the market, mainstream beer was down 5.2 percent while the new kid on the block—craft beer—was growing by as much as 17.7 percent. Beer in general was also losing favour, with 68 percent of marginal drinkers reporting that they “didn’t like the taste of it”, and amid this was Steinlager, whose product was