Unlocking New Occasions

Challenge

Jägermeister aimed to understand awareness, usage patterns, and perceptions of its brand among young alcohol consumers in China. The objective was to gather quick yet robust data to guide product and positioning strategies within a highly competitive spirits market.

Our Approach

Using ADNA’s proprietary mobile audience platform, we conducted a focused quantitative study with 5,167 respondents:

• Aged 18–24 in Tier 1 cities
• Aged 18–39 across key and other selected cities
• All had consumed imported spirits in the past one month

✅ Carefully segmented by age, city tier, and recent behavior

✅ Captured brand awareness (aided and unaided), trial patterns, consumption occasions

✅ Included lifestyle profiling and motivations for imported spirit consumption

Markets covered:

• Mainland China

Outcome

📊 5,167 verified respondents completed fieldwork within 4 days

🏙️ Nationwide representation across Tier 1 and key Tier 2+ cities

🔍 Insights on brand familiarity, social drinking triggers, and premium perception

📈 Actionable input into brand’s go-to-market and media strategy for Gen Z and millennial targets in China