The Iichiko Shochu company appointed Barfly to conduct an exploratory of what it would take to establish Shochu within the London market.
The study initially looked at the myriad of available route-to market options for a brand and category that requires significant education. Leading UK industry experts were interviewed to understand the pros and cons of various route-to-market approaches, with a clear recommendation for the optimal solution.
Barfly then engaged eight of the leading London bartenders to taste the Iichiko liquids as well as providing feedback on the packs, the story, and the drinks strategy for a UK launch. This brand audit allowed Barfly to revert to the client with very clear recommendations across the short, medium and long term with clear KPIs in order for the client to understand return on investment considerations.