THE QUESTIONS
How can we increase advocacy for our ‘stars of the future’?
How can we connect these brands into the world's bartending community?
What distinguishes sustainable, long-term profitable brands from short-term 'fads'?
WHERE
• London, UK
• Paris, France
• New York City, USA
OUR APPROACH
Unlocking the optimal path to success in bartender engagement and advocacy
To uncover the key drivers of bartender engagement and brand sustainability, Barfly focused on strategic cities where cocktail culture and premium spirits were thriving.
Through in-depth qualitative interviews, we explored bartenders' perceptions of Bacardi's incubator portfolio and of competitor brands. From that intelligence we developed a framework of engagement principles to assess each brand's potential for success. In particular, ourresearch delved into the characteristics that differentiate long-lasting, profitable brands from short-lived trends.
OUR IMPACTS
Barfly’s comprehensive debrief gravitated around a series of strategic recommendations for each brand within Bacardi's incubator portfolio. These actionable markers provided a roadmap for optimising each brand's opportunity for success, focusing on sustainable bartender engagement and advocacy programming. More broadly, the findings equipped Bacardi with the knowledge to refine their approach to brand incubation and market positioning.
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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