Since working with the Reach3 team and transitioning the community to the Rival platform, Diageo has elevated the strategic use of Spirits Insiders. The insight community is influencing decisions in product innovation, retail strategy, marketing messaging, and everything in between.
In one recent example, Reach3 used Rival's mobile-first market research platform to help Diageo optimize its go-to-market strategy for a new “Spirits-In-A-Can” offering. Through a mix of quant and qual approaches, Reach3 helped validate certain aspects of the strategy, while providing specific recommendations on what to change in packaging, marketing messaging, and more—insights that helped successfully launch the product in-market.
Spirits Insiders is helping Diageo strengthen its partnerships as well. In one example, Diageo recruited members of its insight community to participate in a mobile mission to help a national retail partner better understand how to improve in-store sales. Diageo regularly collaborates with national restaurant partners as well to capture new drinking occasions and evolving cocktail preferences. Insights from projects like these help bolster Diageo’s reputation as a thought leader in the category.
Today, the Spirits Insider community’s impact on the enterprise continues to grow. Leaning on this trusted solution helps Diageo drive better business performance across its portfolio of brands while also improving trust with its most important stakeholder: today’s modern consumer.