Consumer ยท Usage and attitudes
Baileys: Unlocking New Usage Occasions
3-day
community
UK
market
Savanta
partner
The challenge
Moving Baileys beyond the seasonal moment barrier
Baileys beyond the seasonal moment barrier Baileys is a well-loved brand, but as a niche liqueur it is often tied to narrow, seasonal moments such as Christmas.
We partnered with the insights firm Savanta to uncover the barriers to everyday consideration and find new occasions where Baileys could naturally fit into a UK consumer's life, using a three-day online community made up of a diverse mix of UK alcohol consumers.
Project context
- Industry Drinks, alcohol
- Solution Usage and attitudes
- Market UK
- Partner Savanta
- Methods Ethnographic diaries, journey research, concept check
The approach
Capturing the on-trade journey from beginning to end
Ethnographic diaries
Participants documented their general alcohol consumption habits through diary tasks to show when the brand was naturally considered or overlooked.
Journey research
We walked through participants' on-trade experiences, covering the entire process of ordering and drinking in a bar or restaurant to identify exactly where barriers occurred.
Concept check
We used our platform to test reactions to specific flavour pairings, helping the team understand what might spark a change in habit.
The result
Evidence to reposition for the year round
The research successfully identified high-potential new usage occasions and pinpointed the specific functional and emotional barriers limiting consumption frequency, providing Baileys with the evidence needed to reposition the brand as a more versatile and contemporary choice for UK consumers.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.