AdWords - How to Stand Out in the Non-Alcoholic Market

When customers first see something new, they try and dump it into an existing category in their minds. Instead of replacing an IPA with a non-alcoholic beer, position it as a sugar-free or more adult alternative to Gatorade. You might test swapping alcohol for maybe CBD, and then it's an IPA with CBD instead of an IPA without alcohol. What is your customer hiring your product to do? There are a lot of reasons people hire a beer after a workout. In person, it's likely companionship. At home, it can be a treat, a transition into a different activity,. recognition of hard work, a ritual. Your job is to get to the first principles