Understanding the Premium Malt Whisky Drinker
Tamdhu, owned by Ian Macleod Distillers, is an established Premium Single Malt Whisky brand
To help position the brand at the Luxury end of the Malt Whisky brand spectrum, the team wanted to invest in in-depth category insight to:
Understand the attitudes, behaviour and perceptions of Premium Malt Whisky drinkers
Identify why people buy Tamdhu and other premium brands, to find opportunities to strengthen the positioning of the brand
Objective
Approach
Opportunity - know your category:
The Tamdhu team used TRKR’s IDI workshop process to identify critical gaps in their knowledge of the brand, including key assumptions they’d been making up to this point.
In-depth insight from 500 UK Premium Malt Scotch Whisky drinkers on topics such as:
Brand funnel - from brand awareness to consideration and drank
Competitor analysis - identifying the wider repertoire of Tamdhu drinkers…who were they really competing with?
Drinker profile - identifying who they should be targeting
Motivations and attitudes - identifying opportunities to grow traction with category shoppers
The insight gathered was used to:
Enhance the level of category knowledge shared with key customers
Clarify why category drinkers buy Tamdhu to reinforce key brand messages with existing band buyers
Identify opportunities to enhance the positioning of the brand towards the Luxury Premium Scotch Malt Whisky drinker