William Grant & Sons (the parent company) required insight in to how to nurture premium bar tender advocacy of Hendrick’s gin in key markets of Spain, Belgium and the UK. 30 face-to-face in-situ interviews were conducted with senior bar tenders across the markets, drawing on the context of the bar and competitor spirit brands to inform and help interpret responses.
We identified the dynamics surrounding bar tender-to-consumer advocacy:
What drives bartenders to recommend
The role of liquid and production techniques vs. the role of brand and story
What trade activation they respond best towards
The optimisation of brand owner vs. trade relationships that bring everything together
The study led to the creation of a simple and effective set of cross-market rules for stimulating brand advocacy in the on-trade which could be applied to different premium spirits brands in the portfolio as well as Hendrick’s.
It also acted as a catalyst to a revised trade activation plan for Hendrick’s which formed an important part of the brand’s strategy as it matures in increasingly competitive local markets. As such, Hendrick’s is not just associated with the recent renaissance of gin but also regarded as a key player in the future vision bar tenders have of the category.