Whiskey Market Research

Marketing Research ReportPresented by:

October 5, 2013

INTRODUCTION A brief overview

of Wigle Whiskey and the objectives of this

research.

I. Introduction/ObjectivesII. MethodsIII. ResultsIV. LimitationsV. Conclusions/

RecommendationsVI. Resources

As a budding start-up whiskey distillery located in the Strip District of Pittsburgh, Pa, MeK research understands that you have reached a critical point in the growth of your company. Business is booming in the area surrounding your flagship store and you are looking to open sales in two new territories (Philadelphia, Pa and Washington, D.C.). With a goal of selling 7 cases/month to these new markets by this time next year you have asked us to help answer some very critical questions:

Does a market exist in the Philadelphia and D.C. areas?

Who should Wigle be targeting in these markets?

How should Wigle get the word out?

Executive Summary

METHODSDetail regarding the research and data collection

methods used in this proposal.

I. Introduction/ObjectivesII. MethodsIII. ResultsIV. LimitationsV. Conclusions/

RecommendationsVI. Resources

Qualitative and qualitative research techniques were used to conduct exploratory research on the D.C. and Philadelphia markets. The following types of data were collected to help make an informed decision before moving into either market:

I. Secondary Data - demographics, psychographics, values and lifestyles of people in the Philadelphia and D.C. areas

VALS Type Profiles Industry Articles U.S. Census

II. Primary Data - a self administered online survey via polldaddy.com designed to gauge people’s awareness of the whiskey market and determine how best to reach them

Research Methods

RESULTSFindings from our qualitative

and quantitative research efforts.

I. Introduction/ObjectivesII. MethodsIII. ResultsIV. LimitationsV. Conclusions/

RecommendationsVI. Resources

VALS™ segments U.S. adults into eight distinct types, or mindsets, using a specific set of psychological traits and key demographics that drive consumer behavior. Below are two of the eight types of consumers that fit Wigle Whiskey’s buyer profile.

Innovators High income and high resource, independent, educated

individuals. Change leaders, receptive to new ideas and technologies. Active consumers, with cultivated tastes for upscale, niche

products and services.

Experiencers Young, enthusiastic, and impulsive consumers motivated by self-

expression. Seek a variety and excitement, savoring the new, the offbeat,

and the risky. High proportion of income spent on fashion, entertainment, and

social activities.

Target Consumers - VALS

Target Demographics - VALS

Secondary research on whiskey drinkers revealed that women whiskey drinkers are on the rise:

“When I hosted tastings back then, there might be two women out of 100 people. Now it’s more like 60 men, 40

women.” - Heather Greene, a whiskey specialist and ambassador for Glenfiddich

Survey results returned similar findings with 67% respondents considering whiskey to be a mans drink and 33% considering it a drink that both men and women can enjoy.

Women and Whiskey

Secondary research indicates that both Philadelphia and D.C. have ample consumers over the age of 25 in the area and additionally both areas show a slightly

higher female population.

Philadelphia & D.C. Market

POPULATION

The D.C. population is comprised of high income individuals with an average household income just

over $100,000 dollars a year.

High earning individuals are more likely to fit the Wigle customer profile.

Philadelphia & D.C. MarketAV

ER

AG

E

INC

OM

E

Philadelphia & D.C. MarketED

UC

ATIO

N

Over 50% of people 25 and older in D.C. have a bachelor’s degree or higher. Where as only

24% of people 25 and older in Philadelphia have a bachelor's degree or higher.

SU

RV

EY

RESU

LTS

Polldaddy.com Results

Survey Respondents Breakdown

Typical Respondent: Female Over 45

SU

RV

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Polldaddy.com Results

Do people perceive whiskey as a "mans" drink?

Polldaddy.com Results

SURVEY RESULTS

People are interested in trying it…

but don’t know where to find it?

SU

RV

EY

RESU

LTS

Polldaddy.com Results

Survey results show that people are more likely to drink whiskey at a bar or at a social even then at home or in a

hotel setting.

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Polldaddy.com Results

71 of the 80 respondents have never purchased alcohol online

LIMITATIONSLimiting factors that influenced the marketing

research conducted .

I. Introduction/ObjectivesII. MethodsIII. ResultsIV. LimitationsV. Conclusions/

RecommendationsVI. Resources

Small Sample Size – due to limited availability to reach not only our target market but also our inability to reach a statistically relevant portion of the population our assumptions regarding the whiskey market may not accurately reflect the population

Limited Resources –more secondary research is available via syndicated data websites which are only accessible for a fee

Client Information – because of the restraints of the project we were not able to delve into the nature of Wigle’s current Pittsburgh market to make a true comparison to Philadelphia and D.C. and better identify customer segments

Research Limitations

CONCLUSIONSummary of

findings including

suggested actions.

I. Introduction/ObjectivesII. MethodsIII. ResultsIV. LimitationsV. Conclusions/

RecommendationsVI. Resources

Place

Price

PromoProduct

Wigle Whiskey Mix

Bars/restaurants:

These fine establishments in Philadelphia feature Wigle in their bars and/or on their cocktail lists:Hop Sing Laundromat, Trestle Inn, Eulogy, The Twisted Tail, Bob & Barbara’s, Sassafras, Johnny Brenda’s, Cooperage Wine & Whiskey Bar, Khyber Pass Pub, Time, Village Whiskey, Stateside

These fine establishments in Washington D.C. feature Wigle in their bars and/or on their cocktail lists:Penn Social, Nanny O’briens, Stan’s Restaurant, Smoke & Barrel, Chez Billy, Old Ebbitt Grill, Brixton, Looking Glass Lounge, Wonderland Ballroom, The Hamilton, American Ice Company, Smith Commons, Marvin

Recommendations

RESOURCESThe purpose of

this introduction is to outline what Wigle

whiskey is and introduce the

marketing research

conducted on their behalf.

I. Introduction/ObjectivesII. MethodsIII. ResultsIV. LimitationsV. Conclusions/

RecommendationsVI. Resources

http://www.nightclub.com/bar-management/american-women-american-whiskey

http://vegasmagazine.com/dining/articles/whiskey-women-drinks

 http://cla.calpoly.edu/legacies/rsimon/rsimonsite/Hum410/VALS%20Advertising%20Theory.htm

http://www.strategicbusinessinsights.com/vals/

http://www.complex.com/city-guide/2013/08/the-25-best-bars-in-dc-right-now/

http://www.theguardian.com/travel/2013/sep/21/top-10-bars-pubs-philadelphia

http://mptrunzo.polldaddy.com/s/wigle-whiskey

http:// www.census.gov/

http://www.census.gov/acs

References

“There is no bad whiskey. There are only some whiskeys that aren't as good as others.” -

Raymond Chandler