Inspiring Low Alc and No Alc Variants

In order to make sure they are not getting left behind, a national alcohol brand needed us to identify opportunities in the growing premium non-alcoholic low alcohol gin or whisky space. With large numbers of young people trying to curb their drinking (or not drinking at all) the market was only set to expand further. We knew the best place to find those opportunities was in the intersection of people’s needs, category truths, and the brands’ strengths.

This project was about understanding people and the occasions in which they drank (or could drink) relevant products. But it was also about providing clear direction for the business - building on their existing work, evaluating specific territory ideas and testing hypotheses as we went along. 

In our audience deep-dive, we dug into our drinkers’ lifestyles, circumstances and needs over the course of three days. Then through a series of focus groups, we went even deeper to explore the occasions when they most typically drank non or low alcoholic beverages, mapped out the category as they saw it, and evaluated the potential for their early ideas and concepts.

We created a map of the key opportunity spaces for each of their brands, by drawing together insights into peoples motivations and needs, as well as the wider trends that shaped their relationship with this category. We then overlaid these maps with new ‘rules and codes’ of sophisticated non-alcoholic drinks. Ultimately, we helped bring new concepts to life and designed and facilitated a workshop to develop definite ideas from those territories.

Presented by The Sound