While many pay-what-you-can products and services have been launched over the years, Scottish beer brand Brewgooder is now letting consumers set the price they would like to pay for its 'Honesty Box.' With this special beer box, the brand is asking consumers to consider not just how much they are willing to pay for a box of beer, but specifically "how much will you pay for a case of beer... that will change a life?"
Brewgooder created just 1,000 six-packs of its Clean Water Lager, which are exclusively available for sale online. Although people can truly pay what they desire for the beer in the Honesty Box, a donation of £9 helps to provide a person with clean water access for more than two years.
Key Themes Behind This Trend
- Pay-what-you-can
- Disruptive innovation opportunity: Implementing a pay-what-you-can model in other industries to promote affordability and inclusivity.
- Social Impact Products
- Disruptive innovation opportunity: Creating products that directly contribute to a social cause, such as providing clean water, to attract socially conscious consumers.
- Limited Edition Exclusivity
- Disruptive innovation opportunity: Offering limited edition products in exclusive online sales to create a sense of urgency and drive consumer demand.
Where This Applies
- Craft Beer
- Disruptive innovation opportunity: Developing unique approaches to selling craft beer, like Brewgooder's Honesty Box, to stand out in a competitive market.
- E-commerce
- Disruptive innovation opportunity: Exploring unconventional sales models, such as pay-what-you-can, in online retail to attract new customers and create buzz.
- Social Entrepreneurship
- Disruptive innovation opportunity: Leveraging business models that prioritize social impact to create a sustainable and purpose-driven business.
