THE QUESTIONS
How do we understand emerging drinking culture insights and trends?
How can this help us grow a local yet culturally sensitive portfolio?
WHERE
Seoul, South Korea
Shanghai, China
OUR APPROACH
Bringing South-East Asia’s drinks scene into Lion’s boardroom - in just two weeks.
The brief was simple but challenging: understand the true source of spirits trends across Asia. In a fortnight.
Thanks to Barfly’s deep network of drinks professionals across Asia, we were able to quickly source and select influential bartenders and bar owners across trend-leading cities in South-East Asia.
To maximise reach, we recruited bartenders whose networks and connections reach into other leading Asian hubs, such as Singapore and Beijing. The panel was briefed to present examples from their working lives.
Then, in-depth qualitative interviews explored the stimulus. These deep-dive interviews helped us to understand why these trends were manifesting, where that inspiration was first ignited and how local socialising behaviours were impacting upon trends.
OUR IMPACTS
In only two weeks, our culturally sensitive insights provided real-time intelligence on menu innovations, new serves and emerging brands.
Lion used this insight to inform their innovation and portfolio development strategy.
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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