THE OPPORTUNITY

NED is an Australian whisky brand that is dedicated to creating whisky that is uniquely Australian. The brand approached RedFern Digital to conduct market research into the whiskey category in China and develop a market entry strategy.

THE RESULT

Through market research, social listening, consumer research and an analysis of e-commerce data, RedFern Digital was able to identify opportunities for the brand within the whiskey category in China. We looked at the perception of different types of alcohol in China, along with analyzing category data, to understand the geographic distribution of the key target consumers, the major consumption scenarios of whisky, and the attributes that consumers look for in their whisky. Through our research, we developed a detailed market entry strategy that covered online and offline market entry, and social media activation.