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Scotch Whiskey Household Profile
How did Bintix help decode the wider consumer profile of a brand’s whiskey households?
Year
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2025
Summary
Bintix identified consumption opportunities beyond whiskey
Bintix helped the brand:
- Compare consumption among whiskey households versus average households.
- Assess whether whisky choice reflects a broader premium or sustainability-led lifestyle.
- Sharpen consumer targeting using real household purchase behavior.
the Challenge
Do Premium Scotch Whiskey Households Show a Preference for Eco-Friendly Consumption?
The brand wanted to understand whether their whiskey households were more likely to purchase premium and eco-friendly products across their consumer basket, or whether their behavior was broadly similar to that of average households.
our approach
A Household Consumer Basket Analysis
Bintix analyzed household purchases across multiple categories to understand:
- Premium product adoption across personal care, makeup, spirits, baby care and wellness.
- Eco-friendly purchasing across cleaning, household, personal care and other categories.
- 14 categories and more than 24,000 SKUs tagged for premium and eco-friendly claims.
the outcome
Key Findings and Outcomes
01
No Strong Sustainability Over-Index
Whiskey households showed broadly average eco-friendly behaviour, with only a slight uplift in cleaning and household products.
02
Premium Consumption Remained Mainstream
Their premium spending across personal care, makeup, spirits, baby care and wellness was broadly in line with average households.
03
Targeting Should Go Beyond Lifestyle Assumptions
The findings would help the brand build more precise audience strategies by not treating buyers as premium or sustainability-led consumers.
Real Data.
From Real Packs Consumed
Turning discarded packs into real-time consumer intelligence
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