We helped Pernod Ricard understand Chinese values and consumer segments for a new value whisky.
The challenge
Between 2016 and 2017, China’s spirits market showed large gaps in the value and standard segments for drinks that fit consumers’ lifestyles. Pernod Ricard introduced a value whisky and needed to find the core segment within China’s diverse middle class that would like its flavour and adopt the brand as part of their lifestyle.
Our approach
Focus groups and ethnographic visits to drinking occasions built a clear picture of Chinese drinking behaviour, unmet needs and the opportunity for non-premium Western spirits. We also tested responses to concepts and designs for the new range.
The result
The drivers of appeal for new tastes and packaging, with direction on how to optimise future product and communication design.
Brand-wide figures reflect the client’s overall performance, not this project alone.
