The aim of the project was to engage with female consumers on their alcohol choices and behaviour so as to identify potential volume and growth avenues, and secondly to act as an innovation pipeline. An online qualitative and quantitative insights community was set up to investigate:
- The female relationship with alcohol, paying specific attention to the differences that exist between life stages, ethnicity and culture.
- What women drink, especially their repertoires, the different drinks for different occasions, why and how they make these choices.
- Who is purchasing alcohol from where and what opportunities exist to facilitate ease of purchase
- White spaces which will inform innovation and renovation opportunities
Insights derived were used to inform NPD, marketing and communications targeting the female alcohol consumer.