The landscape of product innovation signals — clustered into territories of claims, brands and proof.
Product signals sorted by importance.
| Territory | Signal | Products | Brands | Top Brand | Action |
|---|---|---|---|---|---|
| Premium / imported lager | Premium lager positioning | 47 | 41 | San Miguel×4 | DEFEND |
| Premium / imported lager | Lager beer style positioning | 14 | 12 | Peroni×3 | IGNORE |
| Pilsner / Czech / German style | Pilsner-style lager | 32 | 29 | Pilsner Urquell×2 | IGNORE |
| Pilsner / Czech / German style | Premium lager positioning | 14 | 14 | Bitburger×1 | IGNORE |
| Light / lower-bodied lager | Light lager positioning | 35 | 35 | Miller Lite×1 | DEFEND |
| Light / lower-bodied lager | Premium lager positioning | 4 | 4 | Bud Light×1 | WATCH |
| Craft / specialty lager | Craft / specialty beer positioning | 29 | 26 | Great Lakes Brewery×2 | IGNORE |
| Craft / specialty lager | Pilsner-style lager | 4 | 4 | Godspeed×1 | WATCH |
| Craft / specialty lager | Helles-style lager | 3 | 3 | Camden Town Brewery×1 | WATCH |
| Craft / specialty lager | Premium lager positioning | 2 | 2 | Amstel×1 | WATCH |
| Malt-balanced / amber / dark lager | Lager beer style positioning | 25 | 24 | Menabrea×2 | IGNORE |
| Malt-balanced / amber / dark lager | Premium lager positioning | 6 | 6 | Dos Equis×1 | WATCH |
| Seasonal / Oktoberfest | Seasonal occasion positioning | 20 | 20 | Paulaner×1 | IGNORE |
| Seasonal / Oktoberfest | Lager beer style positioning | 1 | 1 | Ayinger×1 | WATCH |
| Seasonal / Oktoberfest | Premium lager positioning | 1 | 1 | San Miguel×1 | WATCH |
| Helles / smooth lager | Helles-style lager | 13 | 12 | Augustiner×2 | IGNORE |
| Helles / smooth lager | Premium lager positioning | 1 | 1 | Weihenstephaner×1 | WATCH |
| Value / accessible lager | Lager beer style positioning | 12 | 12 | PBR×1 | IGNORE |
| No / low alcohol | No/low-alcohol lager positioning | 12 | 12 | Beck's×1 | IGNORE |
| Flavoured / hybrid lager | Flavour-led differentiation | 4 | 4 | Sleeman×1 | WATCH |
| Flavoured / hybrid lager | Tequila-flavoured beer positioning | 1 | 1 | Desperados×1 | WATCH |
| Flavoured / hybrid lager | Citrus / radler flavour positioning | 1 | 1 | Amstel×1 | WATCH |