This case study was produced for a client pitch in the UK. We wanted to demonstrate how in-bar communications activity is received in relation to other communications about spirits. Brand Shout was chosen as the methodology because its “in the moment” approach meant we could understand the influence of different touchpoints on purchase decisions, as they were made.

1. Case: UK spirits market
1

2. Background
• This case study was produced for a pitch in the UK.
• We wanted to demonstrate how in-bar communications activity is
received in relation to other communications about spirits.
• Brand Shout was chosen as the methodology because its “in the
moment” approach meant we could understand the influence of
different touchpoints on purchase decisions, as they were made
2

3. Study overview- Recruitment
100 Smartphone
owners in 5 days
Spirit drinkers aged 18-35
Visiting a bar/ club in 18 major towns and cities across the UK on weekend of 8th Feb
3

4. A number of key brands were measured across this period. All were core
competitors of Bacardi.
Brands featured
Channels measured
Online
Word of mouth
In store
Outdoor
In a bar/club
4

5. Disaronno (a small brand) had the greatest share of voice during the Brand Shout
period, largely driven by their sponsorship of the BAFTA awards that weekend. This
highlights how sensitive Brand Shout can be.
Share of Touchpoint Experiences
Official cocktail of
the BAFTAs
%
7
Feb 06th 2013
13
14
19
6
7
6
16
Q2. Which brand did you see or hear something about?
Base: Brand Shout, all responses (364)
11
5

6. The majority of Bacardi’s media exposure was in bars/clubs and online. Its in-store
presence was relatively low.
Share of Bacardi media touchpoints
Q. Where did you see or hear about this brand?
In a bar or club
Online
In a shop
38%
28%
19%
Posters
Somewhere else
6%
9%
Base: Brand Shout, all who have been exposed to Bacardi touchpoints (47)
6

7. Conversations in bars, with bar tenders or friends was the driving force behind the
brand experiences in-bar. Promotional materials stood out less for Bacardi.
Type of Bacardi in-bar exposure
Q. How did you see or hear about this brand in a bar or club?
Promotional material
Conversation with a bar tender
23
33
44
Conversation with friend/s
Base: Brand Shout, all who have been exposed to Bacardi in a bar/club (18)
7

8. Indeed, this is supported in the verbatim written by respondents when they were in
bars. They were largely led by conversations.
What is the Bacardi in-bar experience?
Q. How would you describe the content of what you saw or heard? What impressions did it give you
about the brand?
It was described by my friend
as a very pleasant white rum
goes with any mix.
Asked bartender
in the club if
they have
Bacardi, bought
this in the club
My friend
recommended me
to try Bacardi. I
never tried this
earlier. I look the
the taste of it. I
will try again.
Poster...cocktail
promotions with
Bacardi in a
Camden bar. 241
offer on selected
rum cocktails

9. When indexed against the competition, the experiences people had with Bacardi
suggested it was a social and party drink that set its drinkers apart from “the masses”
and has aspirational qualities that “show me at my best”.
Bacardi: Emotion indexed vs. Competitors:
Q. Thinking on what you saw or heard - what, if any, of these things, do you think the brand would do
for you?
Get me in a party mood
200
180
Help me socialise
160
140
Make me feel full of energy
120
100
80
60
40
20
Make me feel part of the group
0
Show me at my best
Make me feel different from the
masses
Help me relax
Bacardi index
Make me feel I'm in control
Market Av.
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10. Whilst the majority of the in-bar experience was positive, it was not as strong as the inbar experience for Jagermeister.
In Bar experience: Impact on brand opinion vs. Competitors
Q. How has this experience affected your opinion of the brand?
33%
33%
15%
47%
42%
44%
62%
+4 to +5
positivity
+1 to +3
positivity
32%
Neutral
17%
-6%
25%
16%
-5%
8%
-15%
-1 to -3
negativity
Base: Brand Shout, all responses from within a bar Bacardi (18) Jack Daniels (12) Jägermeister (19) Smirnoff (13)
10

11. Conversation drives positivity towards Bacardi in-bar…
…particularly with friends
Conversations in bar drive positivity towards
Bacardi at point of purchase
3 in 4 conversations had with friends in bar
about Bacardi were positive
All of these conversations influenced the
respondent to more likely purchase the brand in
the future
Conversations with bartenders are also effective
when recommended in a cocktail
Promotional posters and cocktail advertisers can
work well to stimulate drinkers into having
brand conversations
11

12. The Jägermeister story
Jägermeister is a social drink
Almost half of the respondents had some sort
of communications about Jägermeister in bar, of
which 42% of these were promotional posters
- the remainder was conversational
A quarter of respondents had conversations
about Jägermeister elsewhere
Jägermeister gets respondents into a party
mood - respondents are more likely to feel
positively about Jägermeister experiences in bar
(47%) compared to the average for all
Jägermeister touchpoints (30%)
12

13. Jagermeister’s touchpoint exposure was largely driven by exposure in bars and clubs as
well as via word of mouth.
Share of touchpoint exposure:
Share of Jägermeister media exposure:
In a bar or club 48%
11
Online 3%
In a shop 13%
Outdoor poster 13%
Am at home with
friends and we’re
having some
[Jägermeister]. It’s
good and fun!
Chatting with friends 25%
13

14. The conversations generated by Jagermeister are wide ranging from promos in bars to
general conversations
We talking
about how
popular
Jägermeister is
these days
Big poster on
the tube for the
drink
Offer in a bar on
Jägerbombs. £2 each.
There were also
people promoting
this offer outside the
club to get people to
come in
It was a poster advertising ice
cold shots of Jaegermeister. It
seemed a bit basic and didn't
appeal to me much. Seemed
aimed at a young audience
Very encouraging to
have as shots together as
a group
Heard from a friend. It’s
a young brand
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15. Their brand is almost entirely defined by making it seem full of energy. It is also ahead
of the market making you feel part of the group, encroaching on Bacardi territory – but
without the apirational qualities
Jägermeister: Emotion indexed vs. Competitors:
Q. Thinking abput what you saw or heard - what, if any, of these things, do
you think the brand would do for you?
Jager-Bombs are a popular drink
which mixes Jagermeister with Red
Bull in a shot!
Get me in a party mood
250
230
210
Help me socialise
190
170
Make me feel full of energy
150
130
110
90
70
50
30
Make me feel part of the group
10
-10
Make me feel different from the
masses
Help me relax
Jägermeister
index
Market Av.
Show me at my best
Make me feel I'm in control
15