Minorities vs majorities

Consumer behaviour is fraught with misplaced assumptions and paradoxes designed to catch out unwary brand managers. But there are some powerful learnings for those willing to embrace the topic in all its contradictory glory   The…

The wine branding conundrum

To make brands work in the wine category, we need to recognise how they work

Festivals and wine brands: how to chase and capture Millennials’ imaginations

Millennials can be a tough crowd, but perhaps festivals offer an opportunity for wine brands to make their mark on the minds of this most elusive of demographics.

Happy Sisterhood Day

Baileys strikes an emotional chord with Chinese women by playing the BFF card

The great wall of unanimity

Chinese consumers are famous for their reluctance to openly disagree with others in group discussions – which presents problems for those of us doing qualitative research.

Tips to convert wine window shoppers into buyers

He is eyeing up the wine shelf. But how do you convert this “browser” into a “buyer”?