How can an iconic beverage company, play and win in the premium mixing segment? Schweppes is a strong brand, famous for mainstream sodas. Jacob Schweppe invented carbonated water in 1783, which became the basis for Tonic, a drink older than coca-cola. As a response to the growing premium segment, Schweppes launched a line called Schweppes Selection. Now, Schweppes is looking at its role in the premium segment and how to win with Schweppes Selection.
We conducted market research in five cities (Antwerp, Brussels, Milan, Rome & Stockholm) to find new compelling directions for Schweppes in the premium mixing segment. This included:
- Interviews with local teams & international teams of Schweppes
- Eight co-creation sessions with lead-consumers in Brussels, Antwerp, Stockholm, Milan & Rome
- Interviews with leading bartenders around the world
We ended with clear consumer insights, strong narratives, and opportunities for the brand to play into the premium segment. This resulted in three strategic directions for Schweppes to play in the premium mixing category; and how this will impact the portfolio play.