Client: Nemiroff is the leading vodka producer in Ukraine. Founded in 1992, the company is now the 4th most distributed brand of vodka in the world, and exported to over 50 countries.
Case: As part of their global expansion strategy, Nemiroff required a better understanding of Chinese consumer profiles and potential distribution channels. Labbrand conducted a research study to explore current consumer alcohol consumption behavior and alcohol perceptions among males, as well as a semiotic analysis of baijiu brands (a traditional Chinese alcohol). A key reason for carrying out the research was to understand if there were any potential distribution channels which were currently not being used by other major alcohol brands.
Solution: The semiotic study of baijiu brands analyzed the differences in bottle styles and brand positioning. This enabled a clear understanding of the main codes used in bottle design for marketplace communication. Labbrand then conducted focus groups in key second tier cities known for heavy baijiu consumption to learn about important alcohol perceptions in China. Blind taste tests were used to collect feedback about Nemiroff’s different flavors and bottle shapes. As a result, Labbrand was able to make several recommendations to enable Nemiroff to bypass the saturated and massively competitive common points of sales. The key outputs of this research study were used to prioritize distribution channels, flavors, and support the marketing and positioning of Nemiroff vodka in the China mainland market.