Appinio x Rémy Cointreau

Tailoring positioning for key consumption occasions

How Rémy Cointreau discovered new paths to brand growth through shopper insights in a key market.

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Challenge

Rémy Cointreau, a renowned leader in the premium spirits sector, sought to gain a deeper understanding of the pivotal moments that influence consumer choices within the premium spirits category.

 

The primary challenge involved mapping these key consumption occasions across three distinct and culturally diverse markets. Mapping aimed to pinpoint opportunities for more effective, targeted marketing initiatives and refined product positioning. Therefore, an exploratory study with complex filtering was conducted.

Brand Industry

Premium Spirits

Number of Markets

3

Scope

25 targeted questions

Methodology

Exploratory study

Sample

Nationally representative premium spirit consumers

Appinio's Approach

 

Working with Appinio, Rémy Cointreau developed a research strategy built on three pillars:

 

#1 Mapping the premium spirits landscape:

Developing a comprehensive overview of consumption occasions across three target markets. This involved quantifying consumer engagement with premium spirits across a spectrum of different scenarios.

 

#2 Understanding selection drivers:

Investigating the specific factors that drive consumer preferences. This included delving into the motivations behind choosing cognac over whiskey for a particular occasion and analyzing how variables like price point impact these purchasing decisions.


#3 Identifying strategic opportunities:

Translating actionable consumer insights into tangible opportunities. This focused on pinpointing specific moments where Rémy Cointreau's premium brand positioning could maximize its impact and resonance with consumers.

 

Impact

The research delivered invaluable insights into precisely when and where consumers opt for premium spirits, and which specific types of premium spirits they select for particular occasions.

  • Explored untapped opportunities

  • Identified insights for market-specific growth

  • Targeted products and marketing messages

  • Occasion mapping:

    The study identified and quantified specific consumption occasions across all three markets, revealing not only the contexts in which Rémy Cointreau's products were currently being chosen but also highlighting previously unexplored opportunities for premium spirit offerings.

  • Market-specific insights:

    Each market exhibited unique consumption patterns. 1 of the 3 markets proved to be a particularly significant market for cognac, driven primarily by celebrations and business-related occasions. 2 of the 3 markets presented distinct opportunities for enhanced premium positioning that had not yet been fully capitalized upon.

  • Consumer decision factors:

    The research illuminated how different occasions prompt consumers to trade up to premium options, while others prioritize distinct products. This enabled Rémy Cointreau to optimize their product portfolio by more effectively aligning with the preferences of specific consumer segments.

Research findings for strategic decisions

By utilizing Appinio Boards for data visualization, Rémy Cointreau gained immediate access to actionable insights that directly informed their product development and marketing strategies. This data-driven approach facilitated rapid and well-informed decision-making across multiple markets.

 

By understanding precisely when, where, and with whom consumers choose premium spirits, Rémy Cointreau successfully optimized their product portfolio and marketing strategies to resonate with specific consumption moments. The comprehensive mapping of occasions provided a clear and data-backed roadmap for growth, ensuring that all strategic decisions were firmly grounded in robust consumer insights.

 

Going from data to direction

This project serves as a compelling demonstration of how a detailed understanding of consumer behavior can unlock new and significant opportunities, even within established markets, driving substantial growth across diverse regions and a wide range of consumption occasions.
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