Bombay 99+

Our work

What we learned

• insightIndia's drinking culture is shifting from traditional sodas to artisanal, botanical-infused mixers, driven by conscious and progressive consumers. Bombay 99_Deep Analysis · slide 2 Save slide
• insightNew-age consumers define their values through individuality, self-discovery, conscious choices, and a blend of global influences with local roots. Bombay 99_Deep Analysis · slide 3 Save slide
• insightAlcohol consumption is shifting from a casual 'just-for-kicks' social act to an intentional, savored experience characterized by experimentation and mindfulness. Bombay 99_Deep Analysis · slide 4 Save slide
• findingConsumer attitudes toward alcohol are segmented into four distinct mindsets based on their level of experimentation: Chameleons, Sober Curious, Classics & Romantics, and Purists. Bombay 99_Deep Analysis · slide 5 Save slide
• insightDigital and social media are actively reshaping social norms and the consumer journey for alcohol consumption. Bombay 99_Deep Analysis · slide 6 Save slide
• implicationBrands must provide tailored assistance across digital micro-moments—from inspiration to purchase—to capture consumer intent. Bombay 99_Deep Analysis · slide 7 Save slide
• findingConsumers are actively searching for specific cocktail recipes, pairings, and mixer alternatives, representing a significant opportunity for brands to capture intent. Bombay 99_Deep Analysis · slide 8 Save slide
• insightBeverage choice acts as a symbolic vehicle that signals social status, defines the context of an occasion, and communicates group affiliation. Bombay 99_Deep Analysis · slide 11 Save slide
• findingThe mixer market is polarized into 'Specialist' brands (focused on craftsmanship and subtle luxury) and 'Mainstream' brands (focused on trendiness and social validation). Bombay 99_Deep Analysis · slide 30 Save slide
• insightSpecialist brand consumers prioritize intrinsic benefits and sensory experiences, using brands to signal expertise and taste. Bombay 99_Deep Analysis · slide 30 Save slide
• insightMainstream brand consumers prioritize social signaling and trend-alignment, seeking brands that provide a sense of control and identity. Bombay 99_Deep Analysis · slide 30 Save slide
• implicationSpecialist brands should emphasize heritage, authenticity, and commitment to quality to appeal to consumers seeking meaningful products. Bombay 99_Deep Analysis · slide 30 Save slide

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What we've already told them

• recommendationTo win share of intent, brands must identify and commit to being present, useful, and fast during consumer micro-moments. Bombay 99_Deep Analysis · slide 10 Save slide
• recommendationBombay99 should manifest its brand canvas by focusing on simplifying and stylizing the drinking experience for social tastemakers. Bombay 99_Deep Analysis · slide 35 Save slide

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