THE QUESTION
How do we effectively test and optimize new innovations?
How can we ensure the consumer is at the heart of our innovation process?
What are consumers' perceptions and reactions to the "Twist & Mix" proposition?
WHERE
London, UK
OUR APPROACH
Comprehensive consumer testing to refine a breakthrough RTD cocktail concept
A panel of 72 consumer friendship pairs participated in a three-day evaluation of the new off-premise RTD cocktail innovation, "Twist & Mix," which featured dynamic serve theatrics.
Consumers were first asked to rate the bottles based on visual appeal alone, before sampling the different liquids – all responses were collected via an online quantitative survey. Once completed, select consumers were interviewed on film about the reasons behind their preferences as well as probing for suggestions for improvement. This enabled the team to get under the skin of where the innovation had to head in its final phases of development.
OUR IMPACTS
The Glenlivet’s “Twist & Mix” innovation was launched in 2023 and subsequently listed by The Spirits Business as the No.1 global innovation that year in its popular annual roundup of new launches.
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