On Trade Cocktail Tasting Research for a Specific Brand in Tokyo
A globally operating spirits manufacturer sought to identify the most suitable signature cocktail direction for the Japanese market. The study explored how young adult drinkers in Tokyo choose cocktails and highballs in bar settings, what influences their willingness to try new alcoholic beverages, and how visual presentation and serving rituals shape their perceptions. Through guided tasting experiences, the research also evaluated how different cocktail concepts fit into consumers’ existing drinking repertoires and whether they would be considered as additions or replacements within their usual choices.
Our Work
- Conducted two 2 hour in person focus group discussions at a bar venue in Tokyo
- Recruited Japanese male and female drinkers in their 20s and 30s
- Included guided tastings of four different cocktails in a realistic on trade environment
- Explored ordering behaviors, consumption occasions, decision making criteria, and perceptions toward cocktail branding and presentation
- Evaluated overall liking, intention to order, and fit within participants’ current drinking repertoires
The Outcome
- Clarified cocktail and highball ordering and consumption behaviors among Japanese drinkers in bar settings
- Identified psychological barriers and key decision-making criteria when trying new cocktails and alcoholic beverages
- Compared multiple highball concepts and identified expressions and messaging that resonate with Japanese consumers
- Revealed gender-based preference differences through tasting evaluations
- Clarified flavor directions and serving approaches best suited to the Japanese market
“Thank you for the excellent moderation and smooth fieldwork management. The tasting sessions provided valuable direction for how we should position the cocktail concept for Japanese consumers.”
– Client Voice