Whiskey Branding: Syndicated Study
Our flagship report takes a close look at how whiskey brands live in memory — from blurred-pack recognition to logo and tagline strength. It’s the first of its kind in the category. We’ll be expanding to tequila, vodka, rum, and more. If another category is on your radar, let us know.
In our whiskey branding study we surveyed 7,000 category drinkers to understand how well they recognized and could identify 110 whiskey products. We leveraged our novel blurred-pack technique to understand real package familiarity and not just simple awareness.
Examples of blurred packages shown to participants.
By conducting the study on the entire category we're able to understand insights at three levels:
Brand insights: is your package well known? Do you have a recognition challenge? Is your package as well known as your brand awareness overall?
Category insights: what are the common codes and cues for misidentification? What are the category leaders doing that I need to avoid?
Universal branding recommendations: you can learn commonalities across all strong assets.
In addition to packages, we asked consumers about more than 50 taglines, 50 logos, and associations with five colors.
An interesting finding from our research:
The color green and rye whiskey is not an established association among consumers.
Many industry insiders who regularly pay attention to what their competitors are doing think green is associated with Rye whiskey.
For whiskey consumers, green is most associated with Jameson and apple-flavored whiskeys.
Your package is your most important asset, but not all packages are equally distinct and easily branded. We have results for 110 whiskey packages, across Bourbon, Scotch, Irish, Canadian, and Flavored whisk(e)y.
Want to learn more about our syndicated whiskey branding study?
Contact us at jeremy.neff@jjinsights.com, or fill in the form below and we'll get right back to you