MIT Sustainable Supply Chain Lab

The MIT Sustainable Supply Chain Lab is a research organization that partners with industry leaders to study supply chain, sustainability, and consumer behavior dynamics.

In the context of the beverage industry, the lab has partnered with heineken-nv to study how a strong “mother brand” (the legacy alcoholic brand) influences consumer trust and purchase intent for 0.0% beers. This research is critical for legacy brands attempting to utilize their historical weight to legitimize non-alcoholic variants without alienating their core consumer base.