The Challenge

The Industry

Ready-to-drink

Flavoured Alcoholic

beverages

Competitor analysis

Research Methodology

Online Surveys

77 Respondents

Focus Groups

12 Respondents

Findings

Findings

0" 2" 4" 6" 8" 10"

Sparkling"Wine"Cider"

Champagne"Fancy"Cheap"Sweet"Blush"

First&word&that&comes&to&mind&

Number"of"Respondents"

0" 2" 4" 6" 8" 10"Berries"Peach"Blends"

Pineapple"Apple"

Red"Grape"Dry"Lime"

Strawberry"Pomegranate"No"Additions"

Flavour(Additions(

Number"of"Respondents"

Findings

Key Issues

Ø Bernini’s packaging = Cider

Ø Bernini lacks an online presence.

Ø  Associated with the older generation.

“I don’t see

any Bernini

promotions

or ads”

“the Classic

reminds me

of beer”

“I don’t

recognise

the logo”

“I won’t

order it in a

restaurant

or club”

“Bernini

makes me

think of my

mom and

aunties”

“I think

flavoured

drinks are

too sweet”

“It depends

on who I’m

drinking

with”

Consumer Insights

“I drink for

the

outcome”

Packaging

Key Message. . .

“The Classic Choice”

The Strategy

Social Media

Radio

Bernini Gold

Limited edition

Billboard

Product Placement

In-store

Displays

Perfume – shaped

bottle

Filled with Bernini

gold

Limited edition

Club Promotions

Mansion Party