WHITLEY NEILL GIN
Brand Positioning, Online Survey & Focus Groups
Whitley Neil Consumer Research Project
“The insights that S2 have provided have enabled us to develop a levelled marketing campaign to ensure we are reaching our target consumer. It has the ability to underpin new NPD, taking on board consumer habits and ideals and ensure we are constantly providing our consumers with exciting products”
Stacey Wilson, Category Development Manager at Halewood Artisanal Spirits
The Brief
Whitley Neill (WN), is an award winning manufacturer and distiller of hand crafted gins since 1762. With a distribution network encompassing major on and off trade retailers and wholesalers, the Whitley Neill brand portfolio is a brand in significant growth. As such, WN had a live brief to gather insights on existing customers and the wider gin category to drive both on trade out of home consumption and home sales.
Our Approach
WN wanted to gain a better understanding of consumer habits and behaviours around gin consumption. By conducting consumer research through online surveys and focus groups, S2 was able to fully explore attitudes, behaviours and motivations around gin consumption on premise but also at home.
Research was geared to identify gin drinkers as a broad group and honing this audience down to compare the profile of WN drinkers versus other brands. The format and questions were structured to generate insights on key influences for purchasing decisions and brand affinity measurement.
Online focus groups of their key target user groups then provided a format to delve into wider perceptions and motivations across occasions, brand choice and new product development (NPD) by key brand consumer profile and flavour variant.
The Result
The research insights gained into consumer attitudes and behaviours within the gin category will help inform future brand communications and promotional activity. Understanding core target audiences provides the ability to actually size the market opportunity available via S2’s Google enabled data mapping, analysis and reporting software tool, MarketView. Consumer attitudes will also feed in future category management, shopper marketing and range activation with key on and off trade customers in addition to take home.
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