Large scale quantitative usage, behaviour and attitude survey focusing on wine consumption in key target markets across Europe, North and South America, focusing on brand growth principles of mental and physical availability, while focusing on long tail vs. heavy consumers. Followed up by in depth understanding of drinkers through targeted focus groups in both US and Irish markets.


Insight delivered a road map for new strategic brand plans to deliver growth over the next five years by extending sales in key markets. The plans built on key principles of driving mental availability, distinctiveness and opportunities for differentiation.