Case Study: Diageo improves go-to-market strategy and retail partnerships with Rival Technologies

How Diageo uses an insight community to optimize its go-to-market strategy

Diageo, the global premium alcoholic beverages leader, needed a better way to get closer to consumers and capture real-time insights as preferences, lifestyles, and go-to-market pressures changed quickly. To modernize its research approach, Diageo partnered with Rival Technologies and Reach3 Insights to rebuild its Spirits Insiders insight community on Rival’s mobile-first platform.

Using Rival Technologies’ mobile-first research tools, including SMS, chat, and video, Diageo created a more conversational and engaging community experience. The solution helped guide packaging, promotions, and messaging, supported a successful launch of its “Spirits-In-A-Can” product, and strengthened retail and restaurant partnerships with insights on in-store sales and new drinking occasions.

Diageo

Danica Daly

Shopper Insights Lead