In-depth Gin category insight to supplement market data, to protect and strengthen 3 core gin brands
Ophir, Bloom and Greenall’s Gin, owned by Quintessential Brands, are 3 of the UK’s established Gin brands, including both London Dry and Flavoured Gin.
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 Gin drinkers
Identify why people buy their brands, why they don’t, and to find opportunities for the brand both On and Off Trade
Objective
Approach
Opportunity - knowing your category / consumer:
TRKR supported the QB 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
QB also commissioned regular, quarterly in-depth insight from 1,000 UK Gin drinkers on topics such as:
Brand funnel - from brand awareness to consideration and drank
Competitor analysis - identifying the wider repertoire of their brands’ 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
Outcome
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 Ophir, Bloom and Greenall’s brands
Identify opportunities for grow sales - both through the existing range and NPD opportunities to attract further consumers into the brand
“Although we buy market data, we lacked true insight to understand who and why people buy our products. Gathering insight with TRKR not only helped strengthen our retailer discussions, it also identified NPD opportunities.”
Russell Kirkham, Quintessential Brands