Helping a major UK ale brand understand brand & category perceptions

The Need

The UK ale market has changed hugely with the emergence of craft beer and with numerous new brands entering the market. Our client, a major UK ale brand, needed to understand the ale drinker of today and their attitudes to the client’s brand.

Our Approach

Opinium conducted an online qualitative Pop Up community amongst current category drinkers, gaining rich insight from tasks such as in-pub visits, shopping the ale supermarket isle and response to brand stimulus.

The Outcome

The outputs and recommendations from the study, such as videos of participants in pub drinking experience, fed directly into a strategic workshop to decide the future direction of the brand.