Beer as a category is largely dominated by barley or wheat-based products. However, we believe there are a few white space opportunities for beer made from alternative ingredients. One such ingredient is sorghum, which is an indigenous African crop that has been used to make beer in Africa for centuries. We are interested in learning about your awareness of sorghum beer and ideating together to create exciting new products!
- Before reading this challenge, what was your awareness of sorghum beer
- Specifically, what did you know about sorghum beer before starting the challenge?
- Where did your background information on sorghum beer come from?
- If you have not tried sorghum beer, would you be willing to try it in the future? Why/why not?
- When it comes to new potential sorghum beer products, what tastes, flavor profiles and overall experience do you think would be popular with consumers? In your answer, you should define tastes and flavor as follows:
- Tastes – sweet, sour, salty, umami, bitter
- Flavor – All other aromatic elements of the product (ex. floral, spiced, fruity, hoppy etc.)
- Overall experience- (ex. foam, color/appearance, fresh lager beer, light mouthfeel, creamy mouthfeel, lingering aftertaste, sourness/bitterness, etc.
- What specific claims about the benefits of sorghum beer might entice someone to choose it over other beer options?
- Do specific benefit claims matter to you when choosing a sorghum beer to drink? Why, or why not?
- If yes, why do they matter? If not, what does matter to you when choosing a beer to drink? (Ex. brand, taste, packaging, health, price etc)
Submissions will be graded on the following criteria:
- 1-10 Scale
Awards:- $1,600
Deadline:- 12-05-2023
