Understanding Young Generations’ Entry Points and Brand Preferences to Grow an International Whisky Brand in the Japan Market
An established international whisky brand was keen to understand young whisky drinkers’ category and brand journey and further, how they define and experience ‘whisky moments.’
The insights were needed to identify opportunities for future growth in the market.
Our Work
- 10 in-depth interviews with young Japanese who drink imported premium whisky brands
- Online pre-task to understand how whisky is consumed in their current lifestyle and their perception of Japanese vs imported premium whisky brands
The Outcome
- Understanding of what is initially triggering interest in the whiskey category and how the engagement towards the category has grown over years for young people
- Informed decision-making by the brand team to adjust and develop new initiatives for the the young target group in Japan
“Thank you for all the support. We appreciate your smooth operation for the FW. The key learnings from the research will help us to move forward with our initiatives.”
– Client Voice