Tennents MUP

TENNENTS – MINIMUM UNIT PRICING (MUP)

The Challenge:

In uncertain times within the drinks industry in Scotland, Tennent’s wanted some clear strategic direction on the impact of MUP based on strong consumer insight. They wanted to understand the implications of MUP on their brands in order to maximise the opportunity it presented to the business as well as supporting a position of thought leadership within the industry.

What We Did:

Extensive quantitative work using a scenario based approach to understand consumer intention and a series of ethnographic interviews, accompanied shops and video work with our key target audience. This work allowed a detailed and comprehensive understanding of the impact of MUP on Scottish consumers and how their purchasing and consumption behaviour would change as a result.

The Result:

Guidance on opportunities for Tennent’s across the portfolio where product re-engineering could help grow their brands in terms of pack formats, ABV, vessel sizes. Understanding the hierarchy of brand attributes from a consumer perspective has also helped shape how Tennent’s could innovate further in a post-MUP landscape.