Growing challenger brands in the alcoholic drinks market

The Need

Two recent clients, two similar projects focusing on growing brand equity. Both challenger brands, one a producer of draft cider from glorious Somerset and the other a maker of a delicious, premium, European lager. Both needed to know where their brands sit in their respective markets, and more importantly how to grow their market share.

Our Approach

Opinium proposed a similar approach for each client and conducted a brand equity study amongst 1000 category consumers allowing us to provide regional insight, reflecting both brands areas of distribution strength.

The Outcome

Opinium provided in-depth analysis via our Brand Strength Index (BSI) to provide category & competitive context. Fuller strategic insights & recommendations were provided to aid brand development and for regional communications strategy. The BSI correlates highly with market share and brand growth. Meaning that both of these clients can have confidence that our insights and recommendations will lead to real-world impacts for their business.

Our insight from each of these projects have helped both challengers understand the brand perceptions that drive their category usage and how to leverage that to help build a successful brand.