Thank you for expressing an interest in this study.
For more details please contact Laura Tough at Taylor McKenzie on 0141 221 8030 or via email – [email protected]
We are proud to host two of Scotland’s premier viewing facilities
The Glasgow View
A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand
The Edinburgh View
A contemporary space, 2 minutes from Haymarket station
SMWS
The Challenge:
The Scotch Malt Whisky Society (SMWS) is the world’s foremost whisky club but in recent years membership has slowly declined. The SMWS wanted our help to define their audience, understand the key drivers and barriers to membership and how the society could grow members globally.
What We Did:
Qualitative and quantitative insight identified 6 key whisky member ‘types’ and their key drivers of choice within the category. Qualitative work in the UK revealed the role whisky played and how each member type wanted the society to engage with them. Quantitative insight helped to size the opportunity of each segment and identify which whisky types dominated in each of their key markets globally.
The Result:
This work has helped the society redefine membership product, proposition and benefits by mind-set type, improve the membership renewal process and communications and aid creation of a new visual brand identity.
