How Suntory America assessed the opportunity for ready-to-drink 

Challenge

Suntory America – makers of leading spirits like Jim Beam, Maker’s Mark and Knob Creek – wanted to gain a better understanding of home alcohol consumption habits in the US. They specifically aimed to explore the opportunity for ready-to-drink alcoholic beverages.

The United States is an essential market for spirits, particularly bourbon and tequila. The purpose of the research was to clarify the consumer’s mind for spirits consumption at home.

Shinya Yoshida,  Deputy Manager Business Development, Suntory America

Solution

Suntory America used Attest to run a nationally representative survey of 1,000 consumers across the US, qualifying respondents who typically drink alcohol at home. The questions delved into the frequency with which people drink at home, as well as occasions they drink – and what drink they choose for each occasion (for example, RTD beverages are favored for watching a movie on the TV) . 

The survey also explored trends in reduced alcohol consumption, and tested brand awareness for various ready-to-drink beverages. 

We chose Attest because of the flexibility of the platform and the support offered by team members. With their help, we learned a lot about consumers’ home drinking habits.

Shinya Yoshida,  Deputy Manager Business Development, Suntory America

Impact

The research helped Suntory America – whose parent company is based in Japan – inform their US strategy. They found that while there is a tendency to curb alcohol consumption overall, there is a strong opportunity for tequila-based beverages and packaged cocktails, highlighting potential for new product development. 

Using Attest has significantly enhanced our project’s outcomes. We reported the results to our executive, and it contributed to further discussion in the directors’ meeting.

Shinya Yoshida,  Deputy Manager Business Development, Suntory America