Brands · Spirits
Rampur Indian Single Malt
Spirits
India
Audience: HNI
2 decks of ours
49 insights & ideas
Our work
What we learned
- findingIndia is a major driver of global whisky consumption, accounting for nearly half of the world's production. Rampur Whisky Research Final · slide 4
- findingIndian single malts are growing rapidly, capturing over a third of the market compared to 15% in 2017. Rampur Whisky Research Final · slide 5
- insightAspirational millennials are a key driver for the growth of the Indian single malt category. Rampur Whisky Research Final · slide 5
- findingIndia is the second-largest exporter of single malt whisky, with key markets in the US, Netherlands, and France. Rampur Whisky Research Final · slide 6
- findingThe Indian climate accelerates the aging process of whisky, contributing to a unique taste profile. Rampur Whisky Research Final · slide 7
- insightWhisky consumers are complex and do not stick to a single brand. Rampur Whisky Research Final · slide 10
- insightConsumers are looking for guidance and education to navigate complex whisky flavor notes. Rampur Whisky Research Final · slide 10
- insightWhisky consumers range from digital-first newbies to experienced aficionados and hosts, requiring different engagement strategies. Rampur Whisky Research Final · slide 11
- implicationConsumers like the 'Enthusiast' persona require radical transparency regarding the production process. Rampur Whisky Research Final · slide 13
- implicationThe 'Host' persona relies on digital channels for recommendations and visual cues to make purchasing decisions. Rampur Whisky Research Final · slide 15
- insightWhisky is perceived as a multifaceted symbol of status, luxury, and success. Rampur Whisky Research Final · slide 16
- findingConsumer engagement with whisky brands is driven by a need for rich experiences, depth of knowledge, and community. Rampur Whisky Research Final · slide 17
What we've already told them
- recommendationRampur should develop an overarching brand narrative rooted in its Indian lineage to differentiate itself. Rampur Whisky Research Final · slide 25
- recommendationRampur needs to implement a digital bridge to connect with international audiences and strengthen brand bonds. Rampur Whisky Research Final · slide 25
- recommendationTo increase brand consideration, the agency must integrate digital touchpoints with the identified social and emotional triggers. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 12
- recommendationGlenfiddich should leverage celebrity collaborations to tell 'Where Next' stories. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 19
- recommendationThe Glenlivet should use gamification to engage consumers with the brand's history and craft. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 24
- recommendationThe Glenlivet should utilize exclusive, invite-only clubs to engage HNI and UHNI audiences. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 26
- recommendationThe Macallan should partner with cultural institutions to create emotional connections with its audience. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 29
- recommendationThe Macallan utilizes niche themed collections to maintain audience engagement. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
- recommendationThe Macallan leverages co-creation partnerships to combine brand values and expertise. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
- recommendationThe Macallan uses music partnerships to deliver brand values through immersive experiences. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
- recommendationPaul John uses award highlights in its visual strategy to establish itself as a pioneer. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 35
- recommendationPaul John uses nature-inspired imagery to convey a premium brand image. (Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 35