So much of market research focuses on end consumers but in alcohol, bartenders play a critical role, whether through designing menus, recommending a brand or encouraging a consumer to try something they might not otherwise. Bartenders are pivotal to a brand’s equity in alcohol.
Beam Suntory wanted to understand what bartenders are really looking for, focusing for this research in London, a hotbed of bar trends, and ultimately on what they should be providing as a brand to help. Beam Suntory was also keen to challenge a few myths that exist in the industry about what brands should be providing bartenders.
To achieve this, Beam Suntory partnered with Borderless Access to get inside the hearts and minds of bartenders, to spend time walking in their shoes and understand what it is that brands can do to help bartenders delight their customers. Borderless Access has taken an agile, near-to-real-time, multimedia approach to get a rounded view of the bartenders’ world.
This approach enables fast access to test hypotheses and concepts in an iterative way that builds on learnings with deep understanding, significantly reducing the time typically taken versus a project approach to do the same.
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