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Taste the Brand: Mapping Whiskey Brand Imagery and Flavor Profiles
Research Objectives
To map the Whiskey brand landscape in India
To test multiple whiskey brands’ on broad Taste Associations as well as Sensorial Parameters.
To identify same whiskey brands’ Brand Associations & establish linkage with Taste Perceptions.
Approach and Methodology
Focus Group Discussions
120 Minutes
At central location
SAMPLE SIZE: 18 FGDs
MARKET: Delhi, Mumbai & Bangalore
Target Group
Male & Female (75:25)
25-34 years
Single, Married
Salaried/ Self Employed
SEC – A1
Usership
Current consumers of Whiskey, should be consuming Whiskey over last 2- 3 years
Must be consuming whisky 2-3 times a month.
Repertoire drinkers (at least 2-3 brands)
Preferred brands drinker
Mix brand users - Teachers, 100 Pipers, Black Dog, VAT 69, Jameson, Ballantines, J&B, Dewars, Jim Beam, Jack Daniels, Makers Mark and Canadian Rye
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