Bombay 99

Our work

What we learned

• insightIndia's beverage market is shifting toward artisanal and botanical mixers, driven by a new generation of conscious and progressive drinkers. Bombay 99_V2_Summarised · slide 2 Save slide
• insightModern consumers are guided by a complex value system centered on individuality, self-discovery, global inspiration, and conscious choices. Bombay 99_V2_Summarised · slide 3 Save slide
• insightAlcohol consumption is shifting from casual social drinking to a mindful experience focused on experimentation, premium ingredients, and local pride. Bombay 99_V2_Summarised · slide 4 Save slide
• insightConsumers rely on a fragmented, non-linear journey of digital micro-moments to find inspiration, recipes, and purchasing guidance. Bombay 99_V2_Summarised · slide 7 Save slide
• insightBeverage choices function as symbolic vehicles that signal social status, define the context of an occasion, and express group identity. Bombay 99_V2_Summarised · slide 11 Save slide
• findingThe spirits market is segmented into 'Specialist' brands for connoisseurs and 'Universal' brands for broader, casual social drinkers. Bombay 99_V2_Summarised · slide 13 Save slide
• findingThe Indian modern-mixer market is highly segmented across price tiers (Accessible, Aspirational, Super Premium) and strategic propositions (Universals vs. Specialists). Bombay 99_V2_Summarised · slide 20 Save slide
• implicationBombay 99 is positioned to bridge the gap between mainstream universal appeal and specialist mixer craft. Bombay 99_V2_Summarised · slide 22 Save slide
• insightThe target audience for Bombay 99 consists of aspiring tastemakers who value social validation and elevated entertaining. Bombay 99_V2_Summarised · slide 23 Save slide
• findingBombay 99's product attributes, such as its 'powerful, punchy & intense' taste, are intended to symbolize an 'unapologetic' and 'bold' brand impact. Bombay 99_V2_Summarised · slide 21 Save slide

What we've already told them

• recommendationBrands must align with consumer micro-moments by being present, useful, and providing a frictionless experience to capture intent. Bombay 99_V2_Summarised · slide 10 Save slide
• recommendationBombay 99 should define its brand space around an 'effortlessly euphoric' drinking experience to guide future messaging. Bombay 99_V2_Summarised · slide 23 Save slide

New ideas in a Bombay 99 project are steered away from these automatically.