The US super-premium gin market has always provided a significant challenge to brand owners. Historically US consumers have been challenged by the prominence of Juniper in gin, plus many have also found the quinine in tonic water too bitter. US consumers tend to ‘talk bitter’ but ‘consume sweet’.
The Barfly brief was to gain insight as to how to best unlock the super-premium gin opportunity within the US, and how/if the Tanqueray Sevilla liquid profile could be the driver of that commercial success.
In-depth, face-to-face interviews were conducted with hand selected bartenders from target accounts across Florida. Core to the interview process was a liquid test with the Sevilla gin to understand if that sweeter profile could break the historically tough US super-premium gin market, and what the subsequent key drivers were in order to win.
Barfly provided the business with clear actionable recommendations on the optimised drink strategy and supporting messaging for launch, as well as how the relationship with the Tanqueray mother brand should be managed.