Case Study: Kyrö Distillery Company learns what resonates with UK consumers with Cambri

Kyrö Distillery's brutally honest type of humour A good way to conquer the London gin and whisky market

Kyrö Distillery Company, a Finnish gin and whisky producer, needed to understand if its distinct "brutally honest" brand humor and marketing would resonate with UK consumers, who are accustomed to more polished spirits brands. The challenge was to position their brand effectively in this new, competitive market without costly guesswork. They turned to the vendor Cambri and utilized its concept testing and consumer research platform to gain these insights.

Using Cambri’s self-serve platform, Kyrö implemented a MaxDiff test to understand UK gin category drivers and to gauge reactions to their existing brand assets, like a video featuring nudity. The solution provided fast, iterative, and easily interpretable results. Cambri’s research revealed that British consumers appreciated the brand's humor and were tolerant of its daring style. This positive feedback gave Kyrö the confidence to proceed with its UK campaign, allowing their small team to tailor all marketing assets effectively and efficiently, saving significant time and money compared to traditional agency research.

Kyrö Distillery Company

Sanna Dooley

Chief Commercial Officer