Our client – a major international drinks company - was considering the acquisition of a brand to move into a new market category. A wise move?
The client needed to understand the Australian audience and to work out how they were making choices in the drinks market, both on-premise and off-premise.
We were asked to get to grips with the Australian mindset around liquor, understand what brands were chosen when and how alcoholic beverages meet different consumption criteria. We interviewed drinkers, purchasers, service staff and tradespeople, and gave the client the necessary insight to successfully enter a new drinks sector.
50 qualitative interviews
Survey of 1,000 Australian category drinkers
4 weeks of fieldwork
“These brands will give us an important position in the category. This will mean we can offer our customers an even broader range of alcohol beverages” Chief Commercial Officer