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NPS
+31
vs +18 category
Repeat rate
34%
−4pts QoQ
Penetration
2.1%
Uusimaa-led
Key findings
- NPS of +31 sits above the craft beer category average.
- Core buyer is male 25–44 in Uusimaa; growing in Tampere.
- Purchase intent dipped among 18–24. Worth attention.
- 62% of volume comes from repeat buyers, up from 55%.
- Awareness in Pirkanmaa lags distribution by 20 points.
Buyer profile
Male 61%
Female 39%
25–44 core
skews older
Uusimaa 44%
Pirkanmaa 12%
No kids 58%
vs 46% category
Purchase trend
Competitive position
Total buyers
1,240
in panel, matched
Repeat buyers
62%
+7pts YoY
Avg baskets/yr
4.8
category 3.9
Demographic split
Gender
Age
Top regions
Buyer segments
Weekend regulars
Buy 2–3× monthly, loyal to core range.
Seasonal trialists
Spike around summer and Christmas, low repeat.
Lapsed premium
Bought 6–12mo ago, higher basket, now dormant.
Switching behaviour
- Net gain of 1.4pts from Competitor A over the last two quarters.
- Losing 18–24 buyers to Competitor B on price-led promotions.
- 41% of switchers return within two purchase cycles.
Net flow
Net switching
+0.9pts
gaining share
Won from competitors
3.2%
of buyers, TTM
Lost to competitors
2.3%
of buyers, TTM
Gains & losses by brand
Competitor A
+1.4pts
Competitor C
+0.6pts
Competitor B
−1.1pts
Private label
−0.4pts
Campaign performance
Summer sampling
112%
Midsummer bundle
88%
Autumn relaunch
134%
Trial lift over time
Dec
Feb
Apr
Jun
Trial rate rose to 2.1% after the June sampling push.
Trial response by channel
Strongest region
Uusimaa
44% of buyers
Fastest growing
Pirkanmaa
+18% YoY
Whitespace
Pohjanmaa
low penetration
Regional penetration
Penetration vs distribution
Uusimaa
46pt gap
Distribution
90%
Penetration
44%
Pirkanmaa
58pt gap — widest
Distribution
70%
Penetration
12%
Varsinais-Suomi
45pt gap
Distribution
55%
Penetration
10%
What’s my NPS among people under 30?
pv
Vantage AI
NPS among under-30s is +9, against +31 across all buyers.
Detractors
Passives
Promoters
Under-30s are a minority of your buyer base, but this is the widest NPS gap of any age band — the spread leans clearly toward detractors.
Why is it so low in that segment?
pv
Vantage AI
The gap traces back to price perception and availability, not to how the product itself lands.
Attribute score, 0–100
Gap
Availability
37
Price value
32
Brand fit
12
Packaging
7
Taste
3
050100
Under 30
30 and over
Taste scores are near-identical across both groups, so this isn’t a product problem — it’s about where and at what price under-30s meet the brand.
What should I do about it?
pv
Vantage AI
Two of these look like the strongest leverage for the effort involved; a third is worth a look but rests on thinner evidence.
Multipack pricing in Prisma
Closes the price-value gap where under-30s shop most.
Impact
Effort
Availability push, Pirkanmaa
Distribution already lags penetration there.
Impact
Effort
Sampling at student events
Cheap trial in the weakest cohort.
Impact
Effort
Pack redesign
Weakest signal in the data, lowest confidence.
Impact
Effort
The pack redesign is the least supported by what’s in the data today — worth treating as a hypothesis to test rather than a call to make yet.
Ask anything about your buyers…
Under-30 opportunity?
Where do under-30s shop?
Precision
Balanced · ±3.2pt