In response to an underperforming market for New World Wine in the on trade, Pernod Ricard UK (owners of Campo Viejo, Montana and Jacob’s Creek) asked Cardinal, HPI’s specialist drinks division, to consider choice drivers for wine in the on trade. Our multi faceted approach involved pre immersion diaries among New World Wine drinkers recording their experiences in outlets where they drink wine, ‘Safari’ sessions which took those same drinkers to a range of outlets following a group discussion and a quant element gauging topline expectations of future behaviour.
These consumers were highly confused by a wine market that makes few concessions to less knowledgeable and confident purchasers. The study brought in to sharp focus not just the wine buying decision journey but also provided strong evidence for Pernod Ricard to help on trade retailers help their customers navigate a complicated market with stronger branding and signposting in outlet.
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