Case Study: Global Alcohol Brand validates a new whiskey launch with Netscribes product testing

Global Alcohol Brand - Customer Case Study

A global alcohol brand partnered with Netscribes to evaluate the market viability of a new entry-level scotch whiskey before its launch in India. Their business challenge was to determine if their test blend was at least on par with two key competitors in terms of overall likability and taste, with a specific statistical action standard. The client needed to identify the most preferred blend and understand the sensorial drivers behind consumer preference to inform their product and pricing strategy.

Netscribes conducted a comprehensive double-blind product test using a quantitative CAPI survey followed by qualitative interviews. Their solution involved testing the three masked whiskeys with a highly specific consumer panel across six Indian cities, evaluating the blends in three dilution phases. The results showed the test blend outperformed the competition, particularly on aroma, mouthfeel, and overall likability after dilution, meeting the required action standards. The insights provided by Netscribes gave the client a detailed competitive analysis, an understanding of key preference drivers, and tailored recommendations for a successful market launch.