Date 2006
Subject Research White Spirits Category
Location China
Client V&S
beer - china
liquor - acquisition - australia - new zealand
liquor - china
liquor - korea
beer - vietnam
liquor - china
licensing - china
V&S International Spirits (China)
Background & Challenges
Absolut is the leading premium vodka brand in China, and as Chinese consumer attitudes change towards the category the brand has enjoyed rapid growth. V&S, Sprit of Sweden appointed DDMA to undertake a complete market overview of the White Spirits Category in China. This project was geared towards identifying new and different opportunities for V&S regarding distribution, marketing and promotion.
Action
DDMA developed a multi-tiered approach to this project which incorporated all of the DDMA data collection resources, including:
- Extensive trade interviews and meetings with government officials and leading spirit distributors.
- Qualitative and Quantitative research studies with consumers and retailers to determine alternative and different positionings and incentives to support future brand expansion.
- Market prioritisation studies to identify the markets which offered the highest potential for growth and the best ROI. This incorporated economic data which was blended with consumption data.
- Key account profiling and identification of high priority accounts.
Result/Outcome
Absolut sales are estimated to have exceeded 140,000 cases in China in 2006. This includes parallel volumes which are estimated to be 12,000 cases.