Proximo

Portfolio Audit

Barfly was approached to conduct an audit of three of the major brands in the Proximo portfolio – Jose Cuervo, Bushmills and Kraken. The overarching objective was to help the business understand how to improve the positioning of each brand within the on-premise and where the richest future lay. The core methodology was filmed qualitative interviews with drinks professionals which Barfly recruited from four pre-agreed international cities – London, Moscow, Tokyo and São Paulo.

Each trademark brought its own nuances and challenges. Kraken already enjoyed well-established presence on the back bar in London, but in the other three markets we needed to capture genuine street-level opinions for what was a relatively new brand. With Jose Cuervo, the business wanted to use Barfly’s expertise to discover how to unlock the potential of the brand beyond shot usage – which had for decades been a fundamental mode of consumption. And Bushmills needed to be put under the microscope to identify the brand’s hierarchy of brand truths, under the shadow on the category monster that is Jameson.

The final debrief combined a wealth of street-level insight and actionable recommendations, to help Proximo drive future growth for each trademark. Advice spanned new advocacy approaches, drinks strategies, pricing direction, brand imagery enhancement, pack elevation, brand truth hierarchy, new future expressions and in-bar activation ideas.

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Proximo

Portfolio Audit

Barfly was approached to conduct an audit of three of the major brands in the Proximo portfolio – Jose Cuervo, Bushmills and Kraken. The overarching objective was to help the business understand how to improve the positioning of each brand within the on-premise and where the richest future lay. The core methodology was filmed qualitative interviews with drinks professionals which Barfly recruited from four pre-agreed international cities – London, Moscow, Tokyo and São Paulo.

Each trademark brought its own nuances and challenges. Kraken already enjoyed well-established presence on the back bar in London, but in the other three markets we needed to capture genuine street-level opinions for what was a relatively new brand. With Jose Cuervo, the business wanted to use Barfly’s expertise to discover how to unlock the potential of the brand beyond shot usage – which had for decades been a fundamental mode of consumption. And Bushmills needed to be put under the microscope to identify the brand’s hierarchy of brand truths, under the shadow on the category monster that is Jameson.

The final debrief combined a wealth of street-level insight and actionable recommendations, to help Proximo drive future growth for each trademark. Advice spanned new advocacy approaches, drinks strategies, pricing direction, brand imagery enhancement, pack elevation, brand truth hierarchy, new future expressions and in-bar activation ideas.