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The Perfect Pour: What Truly Makes a Whisky Stand Out to Its Consumers?
Research Objectives
This is a product evaluation study in the Whisky category of alcohol. There are multiple blends of Whiskies that has been developed with an intention to find the ones which will accelerate the category growth.
Understand the product characteristics which will influence the consumer liking in the market.
Approach and Methodology
Quantitative (CLT)
Products to be tested:
There will be in-market Whiskies and de-branded (Blind) Whiskies to be tested.
There are 15 blind products
There are 5 in-market branded products
SAMPLE SIZE: 500
MARKET: Gurgaon & Bangalore
Target Group
Male
21-30 Years
College Students, YWA, Salaried and Self-Employed Professional or Business
NCCS: A
Unmarried
Usership
Regular consumers of whisky – consumes Whisky twice a week or more frequently.
Mix of core consumers and evolved consumers.
Definition of Evolved Consumers of Whisky
Owns any one of High-end smartphone, Laptop, Tablet, AirPods, Smartwatch.
Taken any OTT subscription or has a meal outside home at least once a week or travelled to an international destination for leisure in the past 3 years, and consumed a Premium / Luxury Whisky brand in the last 1 year
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