Illuminating the Flavoured Whiskey Drinker

Challenge

Illuminating key drivers/barriers and perceptions of a flavored whiskey, so that the client can develop a differentiated and human-centric brand story that drives loyalty and growth.

Our client, a flavored whiskey brand, sought to uncover the key drivers, barriers, and perceptions surrounding their product. Their goal was to develop a differentiated and human-centric brand story that would drive loyalty and fuel growth in the competitive spirits market.

Approach

We engaged with a diverse range of whiskey enthusiasts, including consumers of both our client’s brand and competitor products. Our in-depth conversations painted a vivid picture of today’s whiskey drinkers, exploring their personal profiles, hobbies, and aspirations. We delved into their taste preferences for flavored whiskey, uncovering the occasions where they love to indulge and which products they lean towards in various situations. Most importantly, we unearthed the underlying motivations behind their choices, providing a comprehensive understanding of the flavored whiskey consumer.

Outcome

Our conversations with flavored whiskey drinkers beautifully illuminated the category, revealing unique insights that our client could leverage. We uncovered the distinctive rituals associated with whiskey consumption and how flavored whiskey differentiates itself from other beverages. Consumer reactions to various advertising approaches provided valuable guidance for future marketing efforts. This research empowered our client with a clear understanding of their brand’s perception among whiskey drinkers, equipping them with the knowledge needed to craft a compelling brand story and develop targeted communications strategies to drive future growth.