Guiding an iconic global Scotch Whisky brand to meet the interests of the modern scotch drinker.

The Approach

HarrisX designed and executed a qual-quant study to assess bottle prototypes for the brand’s premium and luxury lineups.

The study included 27 focus groups with scotch whisky drinkers across the US, UK, Spain, China, Japan, and India. Additionally, a monadic concept test was conducted online with drinkers in China, the UK, India, and South Korea, focusing on Global Travel Retail shoppers in the luxury space. Core KPIs were assessed, including premiumization, noticeability, uniqueness, modernity, and likelihood to buy, among other key metrics.