This is an interesting topic as I guess the intent is that the new person's first batch is a successful batch that will make them want to continue. I believe the intent of the first batch is to teach them the process. Best to keep the first batch simple and low cost so any of the standard recipes work. My advice to Mr. Beer is when someone buys a starter kit, formulate a strategy with that customer to develop their beer-making skills beyond that first batch. In the Mr. Beer world, I see really 3 steps in developing a person who will enjoy making beer. Step 1 = Standard refill Step 2 = Deluxe refill Step 3 = Recipe The reason I identify these 3 steps is to make the beginning brewer realize that making beer is much more interesting than that first standard refill batch. Mr. Beer needs to say to them something like, "you did good with your first batch, now let's make something better." Ultimately you want the customers exploring different recipes and enjoying the hobby. So my advice is with the refill kits is this... 1. If there's a 2nd or 3rd refill in the kit, include an LME to make one of them a Deluxe refill batch. 2. Include a coupon in the kit towards purchasing a recipe. Make the coupon a little better than the sales and discounts Mr. Beer periodically has. Heck, take a loss at getting them to order a recipe after doing their first couple of refills. Your goal here is to get them to explore the Mr. Beer inventory of recipes and to start using their imagination of what they want to make. Plus (in my opinion), a recipe makes better beer than just making a standard or deluxe refill. I think one of the main reasons that people will get the kit but not continue in the hobby is because they view the simple standard refill beer to be simple, unimaginative beer. You need to get them to open their eyes to the discovery of the 100+ recipes.