Serendipity2 apppointed to provide Whitley Neill Consumer Research & Profiling.
Whitley Neill Target Audience
S2 has been working with Whitley Neill to better understand the behaviours of their customer base with particular emphasis on gin consumption occasions both in the on and off trade. Whitley Neill, an award winning distiller of hand crafted spirits since 1762 is owned by Halewood International, one of the world’s largest drinks companies with a portfolio of 25 leading brands spanning gin, vodka, whisky, rum and craft beer categories. Their point of differentiation focuses on traditional English gins which are hand crafted in small batches, but inspired by flavours from around the world.
S2 started working with Whitley Neill earlier in 2020 conducting research to identify the Whitley Neill consumer profile and identify consumption occasions both drinking at home and on premise. An online survey of 2,000 respondents provided key insights into this market and has identified Whitley Neill’s core target market and how this compares to the wider gin audience.
Online Focus Groups
Following on from this project, S2 is now working on qualitative research across 3 focus groups of Whitley Neill customers, to gain deeper insights into key influences, motivations, behaviours, attitudes and perceptions around their gin habits. This insight will be used across the business to drive sales and marketing initiatives and potentially NPD.