The Challenge
An established premium tequila brand faced declining sales and market share due to competition from a new entrant. The brand needed to understand where it was losing ground and develop a strategy to reclaim market dominance.
The Solution
Using daypart analytics, the brand identified that while it outperformed the new competitor in midday and mid-afternoon sales, it was losing significant traction during the high-rate-of-sale late-night occasion. This insight highlighted a key weakness in its market presence.
To refine its strategy, the brand integrated consumer data from OPUS, which provided deeper insights into drinking behaviours and preferences during late-night occasions.
Key Findings & Strategy Adjustments
- Targeted Late-Night Activation: The brand developed a tailored activation strategy based on consumer needs during late-night drinking occasions. This included promotions, strategic partnerships with venues, and marketing efforts focused on nightlife experiences.
- Optimized Product Range Positioning: Data revealed that different styles within the premium tequila’s range performed differently by time of day. The reposado variant, in particular, had strong potential for late-night occasions.
- Preserving Listings Across the Portfolio: By demonstrating the unique role of each tequila variant throughout the dayparts, the brand successfully protected listings for its full range, reinforcing its relevance across different consumption moments.
The Outcome
This strategic shift allowed the premium tequila brand to regain momentum during late-night occasions, compete more effectively with the new entrant, and strengthen relationships with On Premise partners. By leveraging data-driven insights, the brand not only safeguarded its market position but also optimized its offerings for maximum impact.
Daypart Analytics provides brand and category insights by the hour to map evolving On Premise dynamics and behaviours throughout the day, uncovering valuable opportunities and helping shape business strategies across essential brand functions.
To discover more about Daypart Analytics and optimizing your strategy for success, download more information here and get in touch with our expert team here.
