Innovating for Super Premium Growth

Challenge

Ideating the future of a super premium gin brand so they can develop a 10-year innovation pipeline that harnesses the brand’s potential and fuels growth.

Our client was eager to elevate their current luxury positioning through exciting new products and then expanding out into a long-term retail strategy. However, since acquiring the brand, they hadn’t yet ventured into innovation, so they called on us to help them chart a sparkling path forward!

Approach

We began our quest by speaking to experts to understand what luxury truly means. From there, our trusty 4C’s framework helped us map the landscape and identify white space opportunities, as we delved into existing knowledge, desk research and trends scanning. These opportunities blossomed into 5 Dig Sites ripe with innovation potential. We then hosted an energetic workshop, immersing a large, cross-functional team in the Dig Sites and facilitating ideation, fuelled by sensory stimuli (which produced 300+ ideas!). Afterwards, we distilled the favourite ideas and crafted winning concepts ready for testing.

Impact

Our clients walked away with 7 exciting new concepts, ready to fuel the next 10 years of brand growth! But that’s not all – they also gained a deeper understanding of what it means to be an authentic, luxury icon, and a clearer view of the ever-evolving super premium alcohol landscape. They’re now well-equipped to shake things up and make a (luxurious) splash in the market!