Amy Basile, our Associate Director of Qualitative Research, is one of our in-house sensory experts. Before joining MDRG in 2022, she honed her expertise in sensory analysis and consumer insights at Little Caesars Pizza and The Boston Beer Company.
With 15 years of experience in product and consumer research, it was a natural fit that she represented MDRG at the 2025 BevNet Live event in New York City.
She came back with some big takeaways:
Read her full recap below!
A quick note to the reader: Please excuse Amy’s puns: while qualitative research is her specialty, dad jokes are a close second.
There were so many good sessions. One of the things I liked the most is that in multiple sessions, industry veterans and experts shared their knowledge and experience with smaller brands and newcomers. What a fantastic resource! I found the Beverage School workshop on Wednesday morning to be incredibly informative. I learned a LOT in that one—it was absolutely brew-tiful how much wisdom was packed into one session!
A couple of things. Know your brand and understand your consumers! What do you want your product to be? Figure that out. Then determine who your target is. Once you have those, stick to your mission! Don't let market noise dilute your focus.
I have been watching the consumer migration from alcohol to non-alcoholic or THC beverages for a while now, but I was amazed at the products and innovations that are happening in that space! There were so many good ones! Noble, Brez, Dirty Virgin, Torch, Green Monké, and of course, Ooso, who won the New Beverage Showdown. This category is absolutely bubbling with innovation!
The beverage industry probably has two big challenges right now: 1. Supply chain and tariffs and their impact on a brand's share of shelf, and 2. Rapidly evolving consumer tastes, interests, and preferences and how to keep up with them. The second is my favorite because that's where we play as a market research firm!
I am DYING to dig into the mind of the THC beverage drinker. I want to know what they are looking for, why, and how they get it now. There is so much complexity and white space in this category. I can't wait for us to dig in and see what we can learn! This category has me buzzing with curiosity.
The beverage industry is complicated, huge, and exciting. There is so much happening in every sub-category. Getting a product to market, building your brand, and becoming successful takes so much work and intention. Having the best partners who believe in you and your brand as much as you do, is HUGE! Success in this industry isn't just about having a great product—you need partners who will pour their hearts into your vision.
There are so many ways market research can help growing brands! I think the first and probably most important thing is knowing the consumers. From hydration to energy to socialization – there is so much to learn and consider about what people drink and why. I think there is a huge opportunity to integrate market research into the investment process. Making the case for your brand and finding the right investors to buy in demands good market research—which is really exciting to me. The possibilities are so refreshing!
Also, getting to set sail with the Templar Food Products team on their "Unexpected Brew with a View" sailboat ride was just delish! I loved networking with some of the beverage industry’s best!
Connect with Amy on LinkedIn, or watch our CPG Market Research Q&A.