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 flavoured 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.