Brand strategy

Wadworth

BRAND CHALLENGE

Understand our consumers and create a beer and pub brand strategy that will drive growth in on and off-trade sales

RESEARCH PROGRAM

We conducted an extensive research program with over 1000 consumers online, 200 face to face, 15 on-trade managers alongside on-trade moment observations watching customers at point of sale.

OUTCOMES & STRATEGY

We established the target growth consumers for each of Wadworth’s brands, the main motivators for them to buy in the “real ale” category and where they had propositional gaps. We then defined the brand framework and strategy for each of their core beers alongside a broader brand philosophy to guide NPD and all future marketing and launch programs.

Brand strategy

Wadworth

BRAND CHALLENGE

Understand our consumers and create a beer and pub brand strategy that will drive growth in on and off-trade sales

RESEARCH PROGRAM

We conducted an extensive research program with over 1000 consumers online, 200 face to face, 15 on-trade managers alongside on-trade moment observations watching customers at point of sale.

OUTCOMES & STRATEGY

We established the target growth consumers for each of Wadworth’s brands, the main motivators for them to buy in the “real ale” category and where they had propositional gaps. We then defined the brand framework and strategy for each of their core beers alongside a broader brand philosophy to guide NPD and all future marketing and launch programs.