Background:
Shopper thinking identified that long drinks are not associated with summer occasions at home and purchasing them is a hassle
Insight:
The British summer is all too short, so its important to make the most of it while you can! However long alcoholic drinks that require mixers and ice seem like too much hassle and are overlooked.
In summer the British shopper is more prone to consider beer or wine as these more closely match the convenience needs of their consumption occasions.
However at a price per serve that is more premium to other alcoholic rivals, finding ways to queue their usage in the peak summer season can lead to department growth.
Action:
Merchandise spirits and mixers together, sometimes with fruit and ice.
Results:
NA
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