Connecting with the Always-on Consumer

The Challenge - Alcohol

The festive season is a critical period for alcohol companies. The trends that emerge over this time, particularly in the on-consumption environment, drive demand for brands in the upcoming year. IGI is tasked with providing one of the largest beverage distillers in the world, with a yearly update on the biggest opportunities emerging from evolving socialising trends & consumption habits.

Our Approach

IGI collaborates with a carefully profiled segment of consumers over the festive season in JHB, DBN and CT to record and identify socialising trends. A team of strategists & ethnographers work closely with these segments to bring the insights they identify to life.

The Result

The research has been providing brand teams, sales, agency partners and

deployment teams with an early warning system to identify key insights for upcoming activities in order to maximise on identified trends.


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South Africa
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