The challenge
Since 2015 Marston’s has been the exclusive distributor for German brewer Warsteiner, marketing the Warsteiner and König Ludwig brands in the on and off-trade. A similar relationship exists with Erdinger.
Warsteiner is a dominant brand in its home country and is the number 1 imported premium German Pilsner into the UK. But with strong UK competition, particularly from the emerging sunshine beers of the Mediterranean, Marston’s were seeking to understand consumers’ emotional ties with continental Germanic brands.
The solution
We developed a two-stage approach, a large quantitative survey in the first instance, followed by a deep dive qualitative solution through a series of focus groups across UK cities.
The sessions were focused on gaining a category-wide understanding prior to a more detailed exploration of the key brands inhabiting this space. World/discovery lager drinkers were recruited and we specifically looked to consult with a range of differing levels of engagement with specific German brands.
Observed by both the Marston’s marketing colleagues and brand stakeholder teams, the sessions were great fun and highly engaging. There was plenty of stimulus injected to maintain high energy levels such as innovative glassware and marketing collateral. On trade venues were chosen to make the dialogue as ‘natural’ as possible and so that we could also observe decision-making at the bar.
We worked with Eureka! Research on an exciting research project seeking to get deeper understanding of consumer experiences and attitudes towards German Lager. We worked closely together through the design, with Eureka! constantly challenging us over our pre-conceived ideas regarding the audience, focus and content, whilst also bringing to bear their own considerable experience in the sector. The group discussions were brilliant, bringing together our niche target audiences effectively and allowed us and our end clients to get under the skin of consumers in this sector. A thorough de-brief followed, explaining the findings in detail to the assembled Marston’s team. We always enjoy working with Eureka! and would recommend them to other brands seeking to get closer to their target audience.
Thom Lenihan | Marston’s
We worked with Eureka! Research on an exciting research project seeking to get deeper understanding of consumer experiences and attitudes towards German Lager. We worked closely together through the design, with Eureka! constantly challenging us over our pre-conceived ideas regarding the audience, focus and content, whilst also bringing to bear their own considerable experience in the sector. The group discussions were brilliant, bringing together our niche target audiences effectively and allowed us and our end clients to get under the skin of consumers in this sector. A thorough de-brief followed, explaining the findings in detail to the assembled Marston’s team. We always enjoy working with Eureka! and would recommend them to other brands seeking to get closer to their target audience.
Thom Lenihan | Marston’s
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse of our website to discover how we can solve your business conundrums.
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse or have a further browse of our website to discover how we can solve your business conundrums.
Eureka! Research
6 Parkside Court | Greenhough Road
Lichfield | Staffordshire | WS13 7AU
Follow
Looking for something specific?
Bathrooms | Kitchens | Home improvement | Plumbing and heating | Construction | Merchant | Beer and snacks | Birmingham | Midlands
