Appinio x ZeroLabs

The new generation of non-alcoholic beers

With the Gabor-Granger price analysis: How ZeroLabs creates clarity in a growing market
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Alcohol-free without compromise: Finding the perfect price for the new generation of beer.

ZeroLabs is a Munich-based start-up that is revolutionizing the market for non-alcoholic drinks. With a clear focus on 0.0% alcohol, zero sugar and low calories with 100% taste, the brand breaks with the cliché that alcohol-free beer is a bland substitute. In a highly competitive market environment, founders Moritz Keller and Max Wittrock were faced with a crucial question: how much is the target group prepared to pay for this functional premium quality?

Instead of relying on gut feeling or the classic price war in the supermarket, ZeroLabs looked for a data-supported strategy. The goal: to derive a sound price-to-sales function that protects the premium character of the brand while enabling profitable growth in the D2C sector. To turn this vision into measurable results, ZeroLabs partnered with Appinio.

Industry brand

FMCG

Market

Germany

Scope

10 targeted questions

Respondents

1,000 non-rejectors of non-alcoholic beer

The pricing study: precision instead of price wars

The study was intended to do more than just estimate the market potential; it aimed to validate the pricing strategy. Appinio conducted a survey of 1,000 German consumers - specifically non-rejectors of non-alcoholic beer. With the help of the Gabor-Granger method, specific price points were queried in order to determine the exact willingness to pay.

The result debunked an industry myth: in contrast to traditional beer, which is often sold on price, ZeroLabs did not show a "classic price cliff". Demand did not suddenly collapse at higher price points. The data proved in black and white: attributes such as sugar-free, 0.0% alcohol, a strong positioning or an uncompromising taste are at least as important to consumers as the number on the price tag.

Impact: Profitability through data trust

The results of the study were the decisive lever for ZeroLabs to consciously decide against the price war. Instead of relying on short-term volume through low prices, the start-up chose the path of long-term profitability. The analysis clearly showed that the optimum turnover does not lie at the lowest price point - an essential insight for the D2C business model.

Real results that go a long way

The strategic value became clear shortly after the study was completed. The data not only provided ZeroLabs with the necessary security for pricing in its own store, but now also forms the basis for all communication with retail partners and investors. However, the findings of the research are much more important:

  • Strong premium brand: full demand at a higher price point

  • Benefits such as "sugar-free" are more convincing than low price

  • Data-supported decisions for profitability instead of ruinous price wars

Feedback from the founders

“Of course, a price reduction would lead to more sales in the short term. But what really counts is that there is no point at which demand suddenly collapses. This gives us the confidence to consciously set the price we need and to focus on sustainable margins rather than pure volume.”

Max Wittrock Founder ZeroLabs

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“As a small, independent start-up, we cannot and do not want to compete in the traditional beer price war. The price analysis clearly shows that our price is not only economically necessary, but is also fully accepted by the market.”

Moritz Keller, Founder ZeroLabs

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Strategic trust through real insights

This case proves that market research is far more than a mere price calculation - it is the foundation for a bold brand strategy. When used correctly, it not only provides hard numbers for business decisions, but also builds confidence in your vision and brand identity.

With Appinio, it was easy, fast and flexible for ZeroLabs to gain deep insights into the psychology of their buyers and scientifically underpin the premium claim of their products - without compromising on methodological depth or speed.

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