Craft Brew Alliance launches pH Experiment

Craft Brew Alliance (CBA) has launched a new business unit to anticipate trends in the drinks market and develop products to meet demand.

Called pH Experiment, the unit will create and accelerate the growth of new products and experiences. It will expand CBA’s test-and-learn platform and distribution capabilities, as well as provide consumer research insights in select markets across the country.

CBA CEO Andy Thomas said: “What’s particularly exciting about the pH Experiment is that we’re mining a vast trove of recently acquired consumer insights and tapping into the strength of CBA’s infrastructure to anticipate and quickly deliver on emerging needs.

“With the pH Experiment, we now have the vehicle to unleash our innovation engine and create relevant new products and experiences for today’s drinkers, as we continue focusing on increasing topline growth and shareholder value.”

With 6.6% alcohol-by-volume (ABV), Pre Aperitivo Spritz will be the first product to be released by pH Experiment. Revenues of $25m are expected by 2025.

Developed by CBA Innovation Brewmaster Thomas Bleigh, Pre Aperitivo Spritz is claimed to be a gluten-free drink featuring 1g of sugar. It will be available in 12oz six-pack cans and clear bottles.

To support its new business unit, CBA intends to find new resources for pH Experiment’s product testing and market launches.

pH Experiment general manager Karmen Olson said: “Our goal is to provide long-term, sustainable growth for CBA.

“We’ll do that by combining the spirit and agility of an innovative startup with the muscle of a large craft brewer, working side by side with drinkers, retailers and wholesalers to quickly get products to market, listen to feedback, iterate and either expand or fail fast.”

Established in 2008, CBA operates breweries across the US. Its beers are available in30 different countries worldwide.