Our client is RefreshNow! Soda. RefreshNow! is a top 3 beverage producer in the U.S. and has approached McKinsey for help in designing a product launch strategy.
Description of RefreshNow! Soda
As an integrated beverage company, RefreshNow! leads its own brand design, marketing and sales efforts. In addition, the company owns the entire beverage supply chain, including production of concentrates, bottling and packaging, and distribution to retail outlets. RefreshNow! has a considerable number of brands across carbonated and non-carbonated drinks, 5 large bottling plants throughout the country and distribution agreements with most major retailers.
RefreshNow! is evaluating the launch of a new product, a flavored non-sparkling bottled water called O-Natura. The company expects this new beverage to capitalize on the recent trend towards health-conscious alternatives in the packaged goods market.
RefreshNow!’s Vice President of Marketing has asked McKinsey to help analyze the major factors surrounding the launch of O-Natura and its own internal capabilities to support the effort.