Our diverse team of experts is always innovating new ways to set growth free

By peering into marketplace where consumers set the sale price – Auctions.

The Challenge

Consumers drinking less on fewer occasions but trading up has become common knowledge across the alcohol industry; prompting brands to reassess their strategies and prioritise premiumisation. However, while many have attempted to ride the wave of premiumisation amid evolving attitudes and expectations from the world of Luxury, only those that have treated them as more than just an exercise in increasing prices have succeeded.

Our Solution

Consider online auctions such as eBay and Sotheby’s: these platforms offer a wealth of near real-time data covering details such as what’s being listed, when, how much it’s listed for, how much it sells for, and how that compares to retail prices over time. We modelled millions of pounds of auction transactions across markets; building a map of winning and losing propositions, and the changing dynamics that saw a surge in interest and speculation during COVID lockdowns which have since corrected.

The Impact

This has unlocked a totally new superpower for our clients, allowing them to track performance of individual SKUs and brands, understanding the propositions that are winning and losing, decoding the tactics and strategies employed by competitors across pricing, packaging, product and promotion and kick-starting a portfolio wide programme of acceleration with clarity, consensus and confidence.