DOMINATING THE PREMIUM SPIRITS
Bermuda-based Bacardi is the largest spirits producer in the world. With over 200 brands and labels of alcohol, Barcardi has sought to dominate the alcohol market since its founding in 1862.
In order to boost performance of Bacardi-labeled brands, the company desired to learn more about Chinese consumers’ attitudes toward premium spirits and other alcohols categorized as luxury items.
UNDERSTANDING LUXURY GOODS IN CHINA
In order to better understand luxury goods in China, we first examined emerging themes of luxury brands and the key factors that account for a consumer’s purchase of said items. After the initial research, we further examined how consumers interact with luxury goods relevant to their lifestyles. With these findings, Bacardi was able create relevant campaigns for the China market that would incorporate within consumers’ lifestyles. Ultimately, it is the premium quality of a brand that implies luxury.