Treasure Wine Estates
Wanting to pioneer the development of the Wine Category in travel retail, Treasury Wine asked us to lead a research and insights programme that would form the backbone of their category development strategy. Looking for shopper and category knowledge, we collaborated on a project to capture a global view of Wine shopper perceptions in the channel
What We Did
Working together, we created a tailored research project to speak to shoppers of the category from across the World. Working in more than 15 airports and speaking to more than 2000 Wine shoppers, we provided new insights that have helped identify a $1bn dollar opportunity for the category.
We asked more than 90,000 questions to wine shoppers
We identified more than 25new category insights
We identified a $1bn category opportunity
CIR worked hard to understand our needs &then gave us clear direction on how best to meet our objectives. The results have been fantastic & given the clear insight and knowledge needed to create a compelling category strategy.Tom King, GTR General Manager