Supplementing market data with in-depth Malt Whisky category insight, to identify opportunities for the core range
Old Pulteney, owned by International Beverage Holdings, is one of the leading Single Malt Scotch Whisky brands in the UK.
To help protect their space on shelf within UK supermarkets, the team wanted to invest in robust category insight to:
Understand the attitudes, behaviour and perceptions of Malt Whisky drinkers
Identify why people buy Old Pulteney and why they don’t, to find opportunities for the brand both On and Off Trade
Objective
Opportunity - know your category/customer:
TRKR supported the Old Pulteney team with first hand knowledge of what retail buyers from the main UK grocery multiples expect from manufacturers in terms of category insight. This included feedback from the national Beers, Wines & Spirits category buyers
The Old Pulteney 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 1,000 UK Malt Scotch Whisky drinkers on topics such as:
Brand funnel - from brand awareness to consideration and drank
Competitor analysis - identifying the wider repertoire of Old Pulteney 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
Approach
The insight gathered was used for the following:
Enhance the level of category knowledge shared with retail buyers
Measure the impact of a recent advertising campaign for the Old Pulteney brand
Identify opportunities for grow sales and attract new consumers to the brand - both through the existing range and NPD opportunities
