Belvedere
2019
Client_ Belvedere | Fahrenheit 212
Collaboration_ Nick Machesney, Katie Loughlin, Charles Herman
Timeline_ 4 month project | January - April 2019
Abstract_
Our brief was to observe the gin trend in Europe and identify whether a heritage vodka brand should produce a gin. If yes, we were tasked with coming up with a brand territory, positioning, and flavor profile to test with consumers and bring to market.
01 our research_
To investigate consumer appetite for a gin from a vodka company as well as overall preference for certain brands, I put together and executed a full research plan that included in-depth stakeholder interviews, expert interviews, retail safari, focus groups and ideation workshops.
Focus Groups and Bar Intercepts_
We held three qualitative focus groups of gin drinkers and one with bartenders to truly understand the gin consumer, and hear about how they choose gins and their thoughts on Belvedere entering the space. We also conducted casual intercepts and interviews at bars with patrons and bartenders during our Safaris in New York, London and Paris.
02 brand exploration_
When it comes to deciding on how prominent the Belvedere brand should be with this new brand of gin, there were three potential pathways to consider. We examined these pathways through the lenses of the four C’s to identify a number of considerations that can help inform our decision. Ultimately
03 style exploration_
We explored the current landscape of gin production styles, and while London Dry is still the traditional style of gin, it is no longer the standard, with several other styles evolving gin’s definition and and stealing share. Using our client's current capabilities, the three styles that we could realistically and cost effectively produce are London Dry, Old Tom, and New Western.
04 product proposition_
Exploring the ways existing gin brands differentiate themselves, we identified four main variables that sit across a journey from creation to consumption: provenance, process, botanicals and benefits. As part of our exploration, we examined differentiated ways we could believably play within the four variables as a way to create concept briefs for qualitative research. We designed a game board of propositions which we power ranked with clients before putting leading propositions into consumer testing.
05 concept development_
After ideating, we developed seven concepts of gins with different branding and propositions to put into consumer quantitative testing.
