Barfly was commissioned to help Diageo formulate the optimal launch marketing mix in the US for a new vanilla variant to the Crown Royal trademark, via a blended consumer and trade liquid and brand test. Texas, the brand’s heartland, was identified as the focus for the study.

Panels of screened consumers and hand-picked bartenders from whiskey-forward bars were recruited for in-depth, face-to-face qualitative interviews across the state, which included a structured liquid test to best understand usage preference and potential source of volume. A detailed discussion guide was developed with the client to unlock all the vital intelligence needed for the business to make the right decisions prior to launch and roll out.

The study findings significantly influenced launch plans, resulting in an optimised customer targeting strategy and a new, comprehensive drinks strategy which sat at the heart of the activation launch. Crown Royal Vanilla continues to help drive the impressive overall growth for the trademark, particularly in the South Western states of the US.