Will tee-totalers show the way for tomorrow's party animals?

Quitting drinking is a rising phenomenon across developed markets. And in markets like India, teetotalers are still the mainstream. One of the world’s leading alcohol majors saw a big future in this…

We led the India leg of their multi-market exploration. We designed a multi-phase investigation, first taking in inputs from teetotalers and occasional drinkers, across genders, life stages, SECs, and cities, before getting into a local market safari intended to inspire their teams on flavours, combinations, and overall alcohol + non alcohol drinking culture.

We finally delivered a co-created bank of ‘non-alcohol golden samples’ that showed clear potential for diversifying their alcohol pipeline in India and beyond, by introducing new non-alcoholic drinks that work within contemporary drinking culture. In fact, you might just find yourself ordering one soon 🙂

Image Credit:
hyprlocl