Case Study
Business Issue
A major beverage company sought to enter India’s growing tequila market but lacked a clear understanding of the category’s landscape. The challenge was to explore the current market landscape to learn more about consumption behaviors, identify opportunities among luxury spirit consumers, and assess the company’s existing tequila portfolio to develop a winning market entry strategy.
Custom Approach
To gain a comprehensive view of India’s tequila market, we conducted a multi-phase research program that combined qualitative and quantitative methodologies:
- Stakeholder consultations and desk research: Provided foundational insights into market trends, competitive landscape, and regulatory considerations.
- Netnography: Analyzed online conversations and social media behavior to uncover consumer sentiment and emerging trends.
- 10-day online drinking diary: Captured real-time consumption habits and contextual insights from target consumers.
- Focus groups and in-depth interviews (IDIs): Engaged with tequila drinkers and luxury spirit consumers to explore attitudes, preferences, and barriers to adoption.
- Bartender insights: Gathered perspectives from industry professionals on how tequila fits into India’s evolving drinking culture and premiumization trends.
Growth Outcome
The research uncovered key consumption patterns, attitudes toward tequila, and the drivers behind luxury spirit purchases in India. Armed with these insights, the company refined its brand positioning and developed a market entry strategy that aligned with consumer behaviors and industry dynamics. The findings also highlighted opportunities for education-led marketing and on-premise activations to build awareness. As a result, the company was able to carve out a competitive space in India’s evolving alcohol market with a targeted approach that resonated with the luxury spirits segment.
Curious about how a comprehensive research approach can fuel your market expansion?
