Who Are Cocktail Ultra-Enthusiasts?

If you’re tired of the echo chamber of voices saying get me out of this f*cking focus group type stuff, and low quality respondents who just want to make a few bucks on a random Thursday at 3pm, then this report is for you.

When the rubber hits the road in research, most drinkers don’t have all the much to say about your bourbon or tequila brand. Or, why they make the choices they do. Your brand is just one small part, of an even smaller part of their lives. And so, you're left with many questions, and blanks to fill-in.

Money and time wasted. Unnecessary debate and confusion inside your business.

It’s time to do things differently.

Meet the Ultra-enthusiasts: People for whom cocktails and spirits are quite literally a part of who they are as people. These drinkers can be your brand's most powerful hype (wo)man, if you know how to engage them. And boy, do they have a lot to say.

At-home enthusiasts are quietly reshaping drink culture, innovating in kitchens and living rooms, and powerfully influencing how everyday drinkers think about spirits, and driving cultural relevance for the brands that connect with them.

“Your report was excellent. The first ‘trend report’ in some time that I’ve read all the way through. I love your approach of researching with the outsiders to appeal to the mainstream and it’s very well written up, too.”