Case Study: Understanding the Needs of Spirits Drinkers

A brand and innovation consultancy asked us to build a segmentation for a global spirits brand. Due to a polarisation in premium and standard spirits, and strong growth in emerging markets, the brand needed a fresh approach. It needed to understand new and changing consumer needs and innovate in different markets in the face of stiff competition.

Our approach

We conducted a survey covering 10 markets. The segmentation was based on the idea that while there are clearly different types of spirit drinkers (those drinking to relax, those drinking to party) the core differentiation from an innovation perspective needed to come from understanding specific needs on specific occasions.

Each consumer type would have multiple needs depending on the occasion and who they were drinking with. In order to understand the innovation opportunities for the brand we needed to understand not only the ‘who’, ‘where’ and ‘what’, but also the ‘why’.

We designed an approach that would identify the ‘hot spots’ of opportunity for the client. It was set in a framework that allowed innovation teams to identify needs on specific occasions for the target customer types.

Results

The initial segmentation solution was presented to the client team, but our work didn’t end there:

• We worked with the client’s senior stakeholders until they were happy they could fully understand and explain the consumer groups and need states.
• We produced pen portraits and more detailed analyses for each segment to increase the client’s appreciation of the differences between them.
• The client’s brand and innovation consultant created innovation themes based on the segmentation and led communication and roll-out within the organisation.
• Finally, we worked with the client to create a strategic framework for innovation that would drive business growth.