Taste the Brand: Mapping Whiskey Brand Imagery and Flavor Profiles

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.

SAMPLE SIZE: 18 FGDs

MARKET: Delhi, Mumbai & Bangalore

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