A few snippets from the preliminary OS results!

The broad cranberry juice market, including Ocean Spray, has a salience issue.

Cranberry juice is more than a seasonal beverage. Customers do not consider cranberry juice to be a “seasonal” drink and do not associate the beverage with the fall as strongly as we expected. Instead, the majority of customers are indifferent as to the time of year that they purchase and consume the beverage and we found that those with a seasonal preference prefer to consumer cranberry juice during the summer months, July and August.

Cranberry juice is enjoyed throughout the day, particularly in the evenings. Customers are likely to drink cranberry juice throughout the day. Almost 50% of customers in the 25-34 age demographic would be likely to consumer cranberry juice in the evening and at least 30% of customers in this category would be likely to drink the beverage in the morning, mid afternoon and after dinner. Customers, however are less likely to consumer cranberry juice with meals. There is not a great need to position cranberry juice as a specific time of day beverage, however, there may be advantages to highlighting that the beverage can be consumed in the evening and throughout the day.

Ocean Spray is a premier “Mixer”. Although a sizeable percentage, 43%, of individuals 25-34 year enjoy drinking cranberry juice plain, almost 80% of individuals in this demographic claim that mixing with other beverages is their favorite way to consume cranberry juice . Alcoholic beverages is the strongly preferred mixing partner, as over 62% cite this as their favorite method of consuming cranberry juice. Cranberry juice is not only viewed as a premier mixer with alcoholic beverages, but also with orange juice, seltzer water, soda water and plain water.