Gin??

Research & Insights

In March 2023, Dominic was approached by a former client - female entrepreneur, who had launched a newly formed boutique Gin brand in 2020. She launched the venture without conducting any thorough market research due to limited capital and Covid.

She approached Dominic to support her with the brand positioning of the product, how she could better understand her customer and the drinking culture surrounding Gin as an alcoholic beverage category.

As discussions commenced surrounding the brand position, the target customer and how to position the product within the natural cultural experiences and behaviours of those customers. He decided to conduct some research to improve his understanding on customers and the gin beverage market landscape.

For your awareness

  • The ‘Gin??’ survey was conducted between March and April 2023

  • The survey provider / platform was TypeForm

  • The client brief was open to all genders. For Male and Female categories, Transgender Women and Men were able to choose their preferred gender when conducting the research. Or opting for Non-Binary, to acknowledge and respect customers from the LGBTQ+ community.

  • All 65 participants were independently sourced by Dominic

Summary

Objective

To probe customers to understand who their favoured brands are and why. Whether customers make their own gin-infused cocktails or have them made for them. How frequently they purchase a bottle of gin and for how much. In addition to how they like to experience a glass of gin/gin-infused cocktail.

Genders

Female: 69.2%

Male: 29.2%

Non-Binary: 1.5%

Frequency of Drinking Gin

Monthly: 44.6%

Bi-weekly: 23.1%

Weekly: 18.5%

Bi-monthly: 13.6%

Daily: 0%

Age Group

25-34: 52.3%

35-44: 24.6%

18-24: 9.2%

44-54: 9.2%

55-60: 4.6%

Drinking Gin / Cocktail Preference

Made for me: 55.4%

Made myself: 44.6%

Buying Frequency

Quarterly: 48.3%

Yearly: 24.1%

Bi-monthly: 10.3%

Monthly: 10.3%

Bi-weekly: 3.4%

Weekly: 3.4%

Spending on Bottle of Gin / £

£20-29: 48.3%

£15-19: 24.1%

£30-39: 20.7%

£40+: 6.9%

Brand Preference

Hendricks: 44.8%

Bombay Sapphire: 41.4%

Gordan’s: 37.9%

Sipsmith: 31%

Roku: 20.7%

Tanquery No. 10: 20.7%

The Botanist: 13.8%

Tanqueray Export: 10.3%

Discovering Gin Brands

Word of Mouth: 65.5%

TV ad: 3.4%

Other: 31%

Purchasing Destination

Sainsburys: 37.9%

Tesco: 34.5%

Waitrose: 20.7%

Morrisons: 20.7%

Duty Free / Airport: 10.3%

Other: 10.3%

Experience Drinking Gin

Out at a Bar / Pub: 94.4%

Friends or Relatives: 91.7%

Restaurant: 61.1%

Private Party: 36.1%

Brand Event: 11.1%

Voice of the Customer

“ Too many Gin brands in the market shelves, hard to decide what’s good. ”

— Customer

“ I love a gin with flavour, but not a favoured gin .”

— Customer

“ Gin is fragrant, has history, can be sophisticated and playful. ”

— Customer

“ Gin should ALWAYS be with tonic. ”

— Customer

Key Themes & Insights

Price

Great gin should be affordable, too many options - always going for the most reasonably priced

Drinking Experience

Enjoying with friends or family, whether at home or out at a restaurant or special occasion venue

Taste

Pairing with tonic, always seeking the most smooth and natural taste, not too intense

Brand Discovery

Trusting friends or family with taste and price preferences, opposed to social media

Brand Overload

Too many brands to choose from on supermarket shelves, overwhelms customers

Dining-Led Cocktail Discovery

Discovering a new Gin which has been infused in a unique cocktail blend - i.e. Pink Gin

Contact Dominic

Have a research brief that you need support on? Don’t know where to start or how to source participants? Get in touch with Dominic, he can support you from the very beginning all the way through to the end of your research project.

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