Understanding Prestige Drinkers

Challenge

Understanding high-level shifts in luxury and prestige consumption occasions, so that a spirits company could meaningfully design for these moments and drive growth.

Our client came to us seeking a deeper understanding of the high-level shifts occurring within luxury occasions and prestige consumption moments. They wanted to identify key cultural and category shifts, and explore what prestige drinkers key motivations and defining behaviors. Our goal was to help our client uncover whitespace opportunities for their brand, specifically within luxury and prestige consumption moments.

Approach

We tackled this challenge by delving into past research, existing Kantar findings, and conducting desk research to uncover shifts in luxury and super premium drinking. We then conducted digital diaries and a series of pre-tasked IDIs with prestige alcohol drinkers to explore even deeper what moments off prestige look like and what motivates them. Additionally, we facilitated a 2-hour mini-activation session, immersing the client team in key insights and providing immediately actionable strategic recommendations.

Outcome

We utilized empathy-led insights to clearly identify where the brand could credibly win, focusing on the moments that truly mattered to prestige drinkers, to inform their marketing strategy moving forward.