Defining the Core Proposition for a Premium Whiskey Collection

The Challenge

Developing a core proposition for a premium whiskey collection so that a global spirits company could strategically align product offerings and craft growth-driving brand communications.

Whiskey lovers are a passionate bunch. They do not just enjoy a glass at the end of the day, they appreciate the backstory, craft, and subtle nuances inside every pour. Our client, a global spirits company, wanted to refine the strategic positioning for their top-shelf, limited-edition collection. To ensure future expressions strike the right balance, they needed to explore drinker mindsets, evaluate evolving packaging concepts, and clarify how this collection fits within their broader portfolio.

The Approach

To explore how drinkers navigate the category and evaluate ultra-premium offerings, we facilitated six 90-minute virtual discussion triads with a mix of devoted brand fans and prospective premium whiskey drinkers. Across these dynamic group conversations, we evaluated reactions to early collection manifestos, explored impressions of current versus upcoming bottle packaging designs, and explored portfolio fit. We also explored how different expressions deliver on key master brand attributes to understand how the full range hangs together.

The Impact

We provided our client with a human-centered strategic core proposition, clear positioning guardrails, and actionable packaging recommendations to guide future collection releases and brand communications.