This is an interesting conversation, as both a consumer and a professional in the space. Especially as someone who worked on both client side - Diageo (Tanqueray, Smirnoff, Captain Morgan, JW Reserve, Don Julio etc) and agency side - as Lead Strategist with Pernod Ricard as key client. There are a few categories that are more exciting than FMCG Total Beverages broadly and Alcohol Drinks, in particular. This is a great conversation to have, and how the various levers that shape and influence consumer behaviour. 😅
The premiumization trend, in so far as international spirit brands are concerned, is best exemplified with Jameson indeed. How it build a solid, core with Jameson Original for new entrants to spirits from Long Alcoholic Drinks (Beers + RTDs) who do not find the taste profile daunting, quite accessible and pretty much tastes like the non-Scotch, Scotch whisky J&B, with more appeal. Then getting people to trade up to Jameson Select Reserve, and winning it that super premium space, and now even playing in the Ultra Premium space with Jameson 18YO. It's not only the leading whisky brand by both market share wins and equity, and continuing to do so. The key messaging and sticking to that USP, is key. Consistency wins over time. Hennessy, and to a lesser extent Jägermeister, are the only comparable brands that have shifted the market in the last 10+ years.
Agreed with you on Jameson , my view is Johnnie Walker was the gold standard of a brand franchise that could effectively stretch across different consumer and price segments without missing a beat. Red (Volume), Black (Value over volume and brand equity driver) and Blue (value...mostly quality perception drivers). Then we can look at the Double Black (fighting peated whisky), Gold, Platinum and more recently reintroduction of the Green (all fighting at different price points within Super Premium category). Looking at the last IWSR report the the brand is roughly 30% down on CAGR. But this is apparently due to category fatigue for blended scotch whisky and JW Franchise is the biggest. In addition younger consumers are opting to move to different categories. As JW was neck and neck with Henessey, Jameson and Jagermeister for culture brands (Jagermeister which is is seeing flames because of the tequila boom). What do you think JW did wrong?
@ongeziwelupuwana680 You mention a number of salient points. 1. The shifts in spirits broadly and their effects (net positive or negative) on various categories. As a working example, how the gin boom, while mostly organic, with incremental sales, also encroached on white spirit sibling vodka. Local market reads, Truedata, Nielsen, IRI would show this for pre-covid (2020), during and post. Similarly, in the shooter occasion, Tequila eating Liqueurs lunch,with Don Julio pretty much replacing Jägermeister in the shopper basket in the off-trade and ice bucket on premise. Cognac, in brown spirits, to an extent did the same to Scotch Whisky, and International Whiskies (Irish, Canadian, American-Bourbon) added to that. 2. The JW issue - You highlight why it should be winning with the colour range that addresses different needs state and segments, but in my experience, it's strength has become the greatest challenge.
This was great, very informative from career point. I wish he could've touched on fake alcohol being used in clubs and how consumers can notice such.
WOW! This is a conversation I never knew I needed.
Love your content, it's stuff I didn't know I wanted to know but knowing it gives me the edge 👏🏾
This is an interesting conversation, as both a consumer and a professional in the space. Especially as someone who worked on both client side - Diageo (Tanqueray, Smirnoff, Captain Morgan, JW Reserve, Don Julio etc) and agency side - as Lead Strategist with Pernod Ricard as key client.
There are a few categories that are more exciting than FMCG Total Beverages broadly and Alcohol Drinks, in particular.
This is a great conversation to have, and how the various levers that shape and influence consumer behaviour. 😅
Insightful episode Zimasa.
Oh yeah at Delicious, the still water was free. There is a responsible drinking campaign.
Great info
Brilliant Oz!
Cheers Grant! Appreciate it!
💯🔥
The strategy of the joke was one of "priorizing route to market "
The premiumization trend, in so far as international spirit brands are concerned, is best exemplified with Jameson indeed. How it build a solid, core with Jameson Original for new entrants to spirits from Long Alcoholic Drinks (Beers + RTDs) who do not find the taste profile daunting, quite accessible and pretty much tastes like the non-Scotch, Scotch whisky J&B, with more appeal. Then getting people to trade up to Jameson Select Reserve, and winning it that super premium space, and now even playing in the Ultra Premium space with Jameson 18YO. It's not only the leading whisky brand by both market share wins and equity, and continuing to do so. The key messaging and sticking to that USP, is key. Consistency wins over time.
Hennessy, and to a lesser extent Jägermeister, are the only comparable brands that have shifted the market in the last 10+ years.
Agreed with you on Jameson , my view is Johnnie Walker was the gold standard of a brand franchise that could effectively stretch across different consumer and price segments without missing a beat. Red (Volume), Black (Value over volume and brand equity driver) and Blue (value...mostly quality perception drivers). Then we can look at the Double Black (fighting peated whisky), Gold, Platinum and more recently reintroduction of the Green (all fighting at different price points within Super Premium category). Looking at the last IWSR report the the brand is roughly 30% down on CAGR. But this is apparently due to category fatigue for blended scotch whisky and JW Franchise is the biggest. In addition younger consumers are opting to move to different categories. As JW was neck and neck with Henessey, Jameson and Jagermeister for culture brands (Jagermeister which is is seeing flames because of the tequila boom). What do you think JW did wrong?
@ongeziwelupuwana680 You mention a number of salient points. 1. The shifts in spirits broadly and their effects (net positive or negative) on various categories. As a working example, how the gin boom, while mostly organic, with incremental sales, also encroached on white spirit sibling vodka. Local market reads, Truedata, Nielsen, IRI would show this for pre-covid (2020), during and post. Similarly, in the shooter occasion, Tequila eating Liqueurs lunch,with Don Julio pretty much replacing Jägermeister in the shopper basket in the off-trade and ice bucket on premise.
Cognac, in brown spirits, to an extent did the same to Scotch Whisky, and International Whiskies (Irish, Canadian, American-Bourbon) added to that.
2. The JW issue - You highlight why it should be winning with the colour range that addresses different needs state and segments, but in my experience, it's strength has become the greatest challenge.
Zimasa, how can I contact you formally bro