A category with potential-and a positioning problem
The product was great. The buzz? Not so much.
This global beverage leader was expanding its cider portfolio into new regions. But despite the market opportunity, sales momentum stalled. There was no clear sense of how consumers viewed cider, what they wanted from it, or when they even reached for it.
The problem was not quality rather brand targeting. Messaging lacked focus. Flavor launches felt misaligned. And the product strategy was driven by assumptions, not data.
Same cider, different story-everywhere
A single global message wasn’t cutting it.
In the UK, cider was traditional, it was trendy in Canada. In Poland, it was barely on the radar. What the brand needed was a deep understanding of regional behaviors, preferences, and associations.
That’s where Netscribes stepped in. We designed a usage & attitude study that surveyed over 1,800 alcohol consumers across eight countries. We analyzed the frequency of consumption, flavor likes, substitution patterns, and emotional cues that influenced choice.
The goal? Smarter brand targeting backed by data. And a product strategy that actually resonated in each region.
The flavor of relevance
Our research revealed that cider was not losing to competitors, but was being misunderstood.
We benchmarked the category against beer, wine, and spirits. We mapped regional consumption patterns and created persona-based insights that guided everything from label language to launch timing.
Brand targeting suddenly had shape. It became clear where cider fit in each market, who it appealed to, and how to speak their language. The client could now craft region-specific narratives, not one-size-fits-all campaigns.
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Tapping into untapped opportunity
With insight in hand, the brand made confident moves:
- Identified top-performing flavors and audience segments per region
- Refined messaging to better position cider against wine and beer
- Used persona data to personalize the product strategy for launch
- Timed campaigns and innovations to align with local demand cycles
It was about brand targeting that matched the moment and the market.
From guesswork to growth
Beverage categories evolve quickly. What worked two years ago may not work today.
This brand’s success proved one thing: without precise brand targeting, even good products struggle. But with the right insights, category leadership is within reach. The result? Renewed momentum, more relevance, and a product strategy that’s now driven by demand, not assumption.
Insights that put your brand where it belongs
Netscribes helps global brands ground their storytelling in what real people want, not what marketers hope.
We make brand targeting actionable, local, and scalable. And we ensure your product strategy keeps pace with consumer evolution across every market.
Download the full case study to see how we repositioned cider with smart segmentation.
