Appinio x Rémy Cointreau

Growing a category through shopper understanding

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

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Challenge

Rémy Cointreau needed to map the complete shopper journey for one of its key brands, including purchase motivations, consumption occasions, and preferred retail channels. These insights would enable them to develop targeted strategies to attract the next generation of cognac enthusiasts.

 

This led to three different deep-dive analyses, (Consumer profile analysis, shopper behavior deep-dive, and competitive landscape mapping).

Brand Industry

Premium Spirits

Method

Exploratory consumer research

Scope

25 targeted questions

Respondents

1,200 category users with representation across brands

Analysis

3 deep-dive analyses via Appinio Boards

Appinio's Approach

 

Rémy Cointreau partnered with Appinio to focus on three key research areas:

 

#1 Understanding the new wave:

Identifying who the consumers of this Cognac segment were beyond demographics, exploring their lifestyles, attitudes, and what drove their interest in premium cognac.

 

#2 Mapping the competitive landscape

Surveying both Rémy's brand users and competitor users to understand what made Rémy's consumers unique and reveal insights about brand positioning.

 

#3 Identifying growth drivers

Uncovering key factors driving category growth and brand preference, understanding what motivated different consumer segments to choose specific brands across purchase channels.

Impact

  • Identification of new category segments

  • Channel optimization

  • Boosted brand equity

  • Consumer evolution:

    The study revealed how new entrants differed from long-term drinkers across consumption occasions, purchase drivers, and brand engagement, spanning both socioeconomic factors and behavioral patterns.

  • Channel strategies:

    The research provided clear insights into how different consumer segments engaged with both on-trade and off-trade channels.

  • Brand equity analysis:

    By comparing brand users versus competitor users, Rémy Cointreau gained insights into what distinguished their consumers and drove brand preference, helping explain recent evolutions in volume and penetration.

Research findings for strategic decisions

Using Appinio Boards for visualization and analysis, they gained immediate access to four distinct views of their market:

 

  • A detailed consumer profile beyond demographics
  • A comprehensive shopper profile revealing key touchpoints
  • Clear identification of opportunities
  • A nuanced understanding of competitive landscape and brand positioning

 

Going from data to direction

This multi-dimensional view enabled Rémy Cointreau to develop targeted strategies for different consumer segments, optimize their channel presence, and enhance their brand positioning for future growth. Through this research, they identified concrete opportunities to strengthen their market position along the path to purchase.
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