Pinpointing White Space for Luxury Spirits in the Broader World of Luxury
A spirits company with a portfolio of luxury brands sought to better understand how luxury spirits consumers conceptualize the world of luxury to identify where exactly spirits are associated among other luxury items like cars, technology, and experiences.
Through qualitative ethnography and quantitative perceptual mapping, Egg developed a custom demand framework illuminating the world of luxury among these spirits consumers. Our team developed a demand framework including ten distinct territories of luxury, including four territories to establish luxury spirits.
Armed with this mapping of the luxury landscape, various teams in the organization are working from the same strategic framework to develop 2024 brand planning to reinforce their current position and capitalize on existing luxury white space.