THE QUESTION
How do we quantitatively assess which brands have the greatest growth potential?
What are the implications for the future health of our portfolio?
WHERE
Boston, USA
Chicago, USA
Dallas, USA
Los Angeles, USA
San Francisco, USA
Miami, USA
New York City, USA
OUR APPROACH
Driving portfolio growth through blended quantitative and qualitative analysis
Barfly developed a bespoke quantitative insight platform for Moet-Hennessy to track live US dynamics within tequila, world whiskey and scotch. Using our proprietary Barfly500 community of US bartenders, we recruited experienced drinks professionals in trend-leading cities, all with proven credentials for delivering actionable, street-level insights.
An online quantitative survey enabled us to identify brands within each category that are expected to grow in the next 5-10 years. We additionally pinpointed ‘Faders’ — brands that were declining in popularity. Filmed qualitative interviews with a select panel of respondents enabled us to get under the skin of the numbers.
OUR IMPACTS
By tracking live category dynamics, our in-depth reports brought the landscape of each category to life — in the present, and into the future.
We made recommendations on growth drivers for Moet-Hennessy brands, along with potential acquisitions and supporting rationale.
WE ONLY WORK WITH BRANDS WHO ARE SERIOUS ABOUT SHAPING DRINKS CULTURE
If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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