Kantar x Anheuser Busch Labatt
This project explores the Alcohol Landscape and demand spaces among specific occasions and target audiences within the alcohol landscape, with a special focus on Beer and Ready-to-Drink brands. Through quantitative research, we were able to gain perspective on the demand among consumers in the Alcohol space. With segmentation analysis, we will create a Demand Landscape Framework that reconciles segmented Occasions with People segments to ultimately inform our recommendations for defending and expanding growth opportunities for their various brands.
Quantitative Research
We designed an in-depth survey that measures how customers behave when drinking alcohol, their attitudes toward several key categories of alcohol, and the occasions in which they choose to drink. As a result, we obtained a rich data set to inform our ultimate Demand Landscape Framework.
Final Recommendations
The final recommendations will stem from our comprehensive Demand Landscape Framework and will ultimately inform Labatt’s future brand strategies across the Canadian market.