Developing a Growth Strategy Through Innovation

Challenge

Exploring the Australian market for a leading whiskey brand to uncover innovative growth opportunities.

Our client wanted to capitalize on the growth of the premium and super premium whiskey segment in Australia. In order to do so successfully, they recognized the need to better understand the current dynamics of this segment amongst drinkers and experts and use that to develop a brand growth plan suited to the Australian market. And that’s where The Sound came in.

Approach

During a 3-day workshop, we happily guided a core team of global brand stakeholders through a series of creative exercises to illuminate important factors that will impact strategy development including: a portrait of an Aussie whiskey drinker, the true competitive set and ‘Job’ each competitive brand has in people’s lives, the codes and cues that currently define the premium space, and the JTBD for the brand in Australia. Included in our approach were interactions with the target audience and bartenders to help shape the current story of whiskey in Australia today.

Impact

Our report was able to deeply immerse the client team in market dynamics and current brand perceptions, and outline what the brand can say and do to truly resonate with Australian whiskey drinkers. We were able to help our client come up with dig sites for product innovation and a clear communications strategy to convey the brand’s value proposition in this unique market.