Successes and Failures Case Study: Bud Light Golden Wheat

Effective innovation is difficult to come by, but it is the key to sustained competitive advantage in the consumer packaged goods industry. Lessons can be learned from both successes and failures. This case study examines the causal factors of Bud Light Golden Wheat’s failure in the US.

• Access comprehensive analysis of global successes and failures in the consumer packaged goods industry to drive ideation and inspiration.
• Obtain country-specific consumer insight to understand the consumer attitudes and needs that underpinned innovation success/failure.
• Avoid costly investments by learning important lessons from companies and brands that have failed or under-delivered.
• Obtain a broader appreciation of the CPG industry by gaining insights from both within and outside of your category.

Around 80% of new product innovation fails – highlighting the challenge that industry players face in innovating in today’s competitive market landscape. Failed innovation can severely undermine profits and brand reputations. Conversely, the rewards for successful innovation are substantial.

Datamonitor is constantly monitoring the big winners and losers in the CPG industry. Each case contains background information, describes how developments unfolded, and is contextualized by Datamonitor’s own research and analysis.

This case looks at the example of Bud Light Golden Wheat from ABInBev that was withdrawn from the US beer market in 2012.

• Why is Bud Light Golden Wheat considered an interesting case of a failure?
• How does Datamonitor judge the failure of Bud Light?
• What consumer insight has underpinned this?
• What can I learn from the failure of Bud Light Golden Wheat?

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