We conducted an online survey among two focus groups conducted of 25-45-year-old who had drunk tequila in the past three months.

In the qualitative phase of our research, we conducted two online focus groups engaging participants aged 25 to 45 who had consumed tequila within the past three months. The participants were segmented into two distinct groups: Competitive Brand Drinkers, comprising those loyal to competitive premium tequila brands, and consumers who specifically favored our client’s brand. Through these focus groups, we aimed to delve deep into the attitudes, perceptions, and preferences of each subgroup, extracting valuable insights into their experiences and perceptions regarding their chosen brands.

In the quantitative phase of our study, we conducted an online survey of 2,097 tequila drinkers. Within this cohort, we further segmented respondents into distinct subsets: 1,794 individuals constituted the subset of Premium Tequila Drinkers, while 292 respondents were identified as drinkers of our client’s tequila. Additionally, we included a comparison group of 500 respondents who identified as Premium Liquor Drinkers but did not specifically consume tequila.  

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