One of the largest international drinks businesses engaged Barfly to work with their senior team to better understand the needs of seed brands and their implication for the company portfolio.
The initial phase of the study was focused around delivering a clear definition of seeding, which was then tested against both historical and recent industry examples. Input to this phase included both internal stakeholder interviews as well as Deep Dives with a series of ex-industry leaders. Thereafter, additional street-level input was provided by interviews with operators in NYC, London, and Shanghai.
Based on this validated definition of seeding, Barfly then worked with the client to redefine their priority brand/market opportunities including investment guidelines alongside clear and tangible KPI’s. This process resulted in a re-evaluation of these opportunities as well as return on investment considerations.