A leading, heritage-rich spirits brand seized the opportunity to refresh its core and luxury line packaging. The objective was to create a modern, premium bottle design that resonates with contemporary consumers and stands out in a crowded market.

HarrisX designed and executed a qual-quant study to evaluate bottle prototypes for a premium and luxury spirits lineup. The study included 27 focus groups with category consumers across the US, UK, Spain, China, Japan, and India. Additionally, a monadic concept test was conducted online with consumers in China, the UK, India, and South Korea, focusing on global travel retail shoppers in the luxury segment. Core KPIs were assessed, including perceptions of premiumization, noticeability, uniqueness, modernity, and purchase intent, among other key metrics.