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CASE STUDY

Exploring the Gin Market in New Zealand

Analyzing consumer preferences and brand perception to enhance Reefton Distilling Co.’s position in New Zealand’s gin market.

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Use Case

Analyze the New Zealand gin market and assess awareness and perception of Reefton Distilling Co.'s brand.

Industry

Alcoholic Beverages - Spirits

Region

New Zealand

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The Challenge

Understanding Consumer Preferences and Brand Perception

Reefton Distilling Co., known for their unique native botanical gins, needed to understand better how people in New Zealand viewed their products and what they thought about gin in general. Even though they were known for high-quality spirits, they wanted to:

  • Measure how popular gin was compared to other spirits.
  • Find out how well people knew the Reefton Distilling Co. brand.
  • Learn which groups of people were most likely to buy their gin.

 

They needed these insights to improve their marketing strategies and ensure their products met their customers’ tastes and needs.

The Solution

Detailed Market Analysis Through a Consumer Survey

To tackle these challenges, Standard Insights set up a detailed online survey that looked at:

  • Buying Behaviors: Why do people buy gin? What influences their choices like taste, price, brand loyalty, or packaging?
  • Brand Perception: How do people see Reefton Distilling Co. compared to other gin brands?
  • Demographic Analysis: Identifying which age groups and areas might buy more Reefton Distilling Co. gin.

The survey targeted over 200 gin drinkers across New Zealand who drink gin at least once every three months and are between 20 and 55 years old. This method made sure we got a wide range of opinions to understand consumer behavior and brand perception better.

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The Results

Improving Brand Strategy with Clear Consumer Insights

The survey by Standard Insights provided Reefton Distilling Co. with important information that helped them fine-tune their marketing strategies, enhance their product offerings, and strengthen their brand position in New Zealand’s competitive gin market. These insights supported their decisions and planning, helping to ensure ongoing growth and success.

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