FEATURE11 July 2019

Distilling data

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Asia Pacific FMCG Features Impact Retail

For a new whisky brand, launching in Australia required more depth than qualitative research could offer, so it turned to data-driven modelling to help it estimate how well the tipple would sell. By Katie McQuater

Scotch is no longer consigned as an old man’s drink. In recent years, distilleries have joined gin and rum makers in launching new brands as they look to target a younger demographic of drinkers.

Pernod Ricard-owned Chivas Brothers launched its Allt-A-Bhainne ...