Mezcal

Goals

Determine what 30 to 50-year-olds are looking for in a new product. Identify also case studies around innovative mezcal launches in the last five years. The information will be used to draft a strategy on how to creatively launch a new mezcal product.

Early Findings

MEZCAL INSIGHTS

  • Older millennials and Generation Xers are currently the ones under the 30 to 50 age range.
  • Forty-one percent of the millennials surveyed prefer to consume spirits due to the lesser calorie content.
  • Sixty percent of them prefer reduced-calorie beverages.
  • Millennials were found to go for healthier options.
  • Around 45% of millennials surveyed were found to be less concerned about the price and are willing to buy more pricey alcoholic beverages. They are also more inclined to try new brands.
  • These millennials have been found to maintain their alcohol consumption levels over a year.
  • In another survey, 75% of millennial respondents stated that they plan to shell out more money on wine purchases.
  • Around 65% of them also tend to be more adventurous as they prefer "rare and unusual wine."
  • Generation X drinkers were found to be the most loyal to their preferred alcoholic drink brands.
  • Generation Xers were found to continue to buy more expensive wine.
  • They also prefer more "established brands."
MEZCAL LAUNCH CASE STUDY

Proposed next steps:

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