It's not the taste of the dram that matters, it's the box it comes in

Sept. 11, 2012 - PRLog -- A study for the whisky industry found that the majority of people buying malt whisky were guided not by its taste, or even by the shape of the bottle, but by the packaging that surrounds it.

Glasgow-based design agency Good, which commissioned the research, said the findings showed that not enough is known about the motivations of a large proportion of the whisky buying market.

The study, based on focus group results from a representative sample of “gift buyers”, who represent up to 60% of the malt whisky buying market, found that most don’t research their purchase in advance or take guidance on what to buy.

Presentation was of vital importance to all of those questioned and most said they worked from a budget and so price was a crucial navigation tool.

For some respondents the design of the bottle was important, but most said they bought the whisky which, they felt, had the nicest presentation box.

Some admitted their reasons for buying a particular brand of malt might appear “shallow” but that, in the absence of any other method of navigation, they had no more effective criterion. One respondent admitted to buying a bottle because it matched her wedding scheme.

All of those questioned said they would consider buying malt whisky from a range of retailers, though a minority expressed concern about buying it from a supermarket, which they felt was not appropriate.

Chris Lumsden, co-director of Good which has carried out branding work for Whyte & Mackay, Bacardi Global Brands, Glengoyne and Tobermory, said the findings suggested more attention should be paid to the design of malt whisky packaging which is often regarded as an afterthought.

“What this research shows is that there is a significant proportion of this marketplace that we should understand more about,” he said.

“We know a lot about whisky drinkers but, before the product is given to a drinker, someone is buying it and we don’t know much about them.

“A huge amount of money and effort goes into refining the taste of the whisky and designing the bottle but these are of secondary importance to most of the people who are buying the product.

“We are not saying these are unimportant factors, they certainly are to the drinker, but unless the packaging is right then the product will not reach its ultimate consumer, in most cases.”

Doug Maclay, a market research consultant, who devised and conducted the study, said: “This kind of research is usually done with whisky drinkers.

“We set out specifically to identify people with very little learned knowledge about whisky and, therefore, with fewer prejudices about known brands. The sample we chose had a mix of men and women with an age range from 25 to 60.”

Commenting on particular brands, consumers said they were drawn to the modernity of some whiskies but not if the branding sacrificed their traditional feel completely.

Buyers were able to decode the subtle differences that separate the contemporary traditional feel of Macallan, for example, over the more old-fashioned feel of some other whiskies.

Some brands were criticized for feeling like a “Celtic cliché”, rehashing tradition and serving it up in a different way.

Most buyers said they would rather buy younger whisky in a better looking pack than older whisky in an old school pack.

Both Dalmore and Aberfeldy 21 packaging was complimented for their colours and materials.

The quality of the Glengoyne 21 packaging was also appreciated. Many respondents agreed that poorer quality, card boxes would put them off the purchase.

Most respondents said the abundance of choice made the decision harder. Some felt they couldn’t or shouldn’t open the box for fear of spoiling it, particularly as the bottles got more expensive.

For a full copy of the research contact Good by visiting http://www.wearegood.com

Notes to Editors:

•Good’s is amongst the top 1% of the most effective design agencies in the UK as listed by the Design Business Association (DBA).

•Its ‘Simply Persuasive’ process delivers effective solutions to complex business problems that can drive entire communications strategies from one core idea.

•Good’s work has been recognised with a series of honours at the DBA’s annual Design Effectiveness Awards and the Marketing Design Awards. Successful projects included an internal health and safety campaign for ScottishPower, a social media marketing campaign for Buchanan Galleries and the creation of a new brand identity for Argyll-based Fyne Ales.

•Good’s founding partner, Keith Forbes, is a former creative business managing director of the year, an ex board member of the Design Business Association and has been quoted on lists of the most influential members of the media and marketing industries in Scotland.